Indian Youth culture feels the thickness of their glass ceiling at every turn. Aspiring artists don’t feel they can ever go global, party-goers are bored of the same old club scene, and tastemakers need a bigger outlet to introduce their perspectives.

We introduced BudX India, the very first Budweiser music IP dedicated to spotlighting India’s subcultural sounds on the world stage.

This multi-layered program is for music lovers, emerging artists, Indian music culture, and ultimately, the world.

At the core of it is a music exchange program pairing aspiring artists with globally-acclaimed musicians. Indian tastemakers, like Sandunes and Rana Ghose, each represent the sound they’re best known for (Techno, Bass, Hip-Hop and Undercurrent), and curate every detail of their namesake events from musical lineup to cultural contributors.

This year-long tour travels across Dehli, Kolkata, Hyderabad, Bangalore and Mumbai with a talent discovery studio, 25 local events, and two premium multi-level music experiences, designed to highlight each subcultural sound to the fullest while attracting curated crowds upwards of 500 people. Not to mention, the content programming allows for the rest of the world to tune in through live social feeds, packaged video content, tastemaker’s shared playlist and radio shows.

This Budweiser venture helped launch the VICE India office.

Creative Directors: Nina Mourin & Rory McHarg (Virtue, Creative Agency of VICE)

Art Direction: Jenn Flores