Budweiser 0.0 has unveiled a new campaign titled “In the Hands of the Fans”, marking the beginning of its collaboration with the ICC Men’s T20 World Cup 2026 and shifting the spotlight firmly onto the supporters who bring cricket to life.
The campaign, anchored by a powerful ad film, celebrates the energy, emotion and collective spirit that fans contribute to cricket’s biggest moments. Instead of highlighting star players, the film focuses on the everyday supporters — from stadium crowds and friends watching together in homes, to gatherings at local bars — capturing how these shared experiences turn sporting contests into unforgettable memories.
Opening with stirring visuals of hands gripping bats, tossing cricket balls, and cheering in packed venues, the narrative quickly pivots to the fans clad in their team colours. The voiceover reflects on how it’s the collective passion and belief of supporters that truly animates the sport, underscoring the idea that cricket’s magic lies in the devotion of the crowd rather than the individual feats on the pitch.
Commenting on the campaign, Vineet Sharma, Vice President – Marketing & Trade Marketing at AB InBev India, said the initiative aims to honour the “culture, energy and inclusive spirit” that fans bring to the game across cities, homes and shared social spaces — making cricket not just a sport, but a lived, communal experience.
Designed as a pan-India, youth-focused effort, the campaign will rollout across digital platforms, on-ground activations, curated viewing experiences, limited-edition packaging and immersive engagements through the duration of the T20 World Cup. By putting fans at the centre of its storytelling, Budweiser 0.0 aims to reconnect the brand with modern, culture-centric celebrations tied to sport and community.
The campaign’s ad film has already been shared widely on social media, inviting viewers to celebrate the people whose cheers, chants and collective belief make every match memorable — reminding audiences that while the trophies may change hands, the soul of the game always remains “in the hands of the fans.”
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