Bira 91 spreads festive cheer with its Christmas BIRAcle


In the run up to the holiday season, Bira 91 kicked off a campaign that saw Santa and his elves take over the city of Bangalore

National, December 22, 2021: Bira 91, the world’s fastest growing beer company known for its quirky topical activations has rolled out yet another exciting initiative embodying the festive spirit. Riding high on the celebratory vibe and staying true to its brand ethos, Bira 91 unveiled its ‘Christmas BIRAcle’ in the city of Bangalore. Building on everyone’s favorite part of the holidays – Santa and gifts, Bira 91 took over the city of Bangalore with its own rendition of Santa and his elves to give out Christmas goodies.

In a special physical and digital activation, the campaign saw the Bira 91 monkey mascot take to the streets of Bangalore dressed up as Santa and visit prominent spots across the city to hand out exciting goodies along with his team of two elves. They also created high energy flash mobs in popular locations and offices in the heart of the city.

As part of this activity, Bira 91’s Christmas trio interacted with 100s of consumers as they visited marketplaces like MG Road and Lavelle Road, corporate offices like MyGate and Quikr, and multiple other locations including Bira 91 Limited Release Taproom, House of Commons and more. Starting with social media banter between the brands on what they wanted as part of their ‘Christmas Miracle’, the activation culminated with Bira 91 throwing a fun party on ground at each of their office spaces in the city. Replete with food, dance, music and exciting festive merchandise, the Christmas BIRAcle saw Bira 91 put its own spin to the festivities for the employees of these companies.

Commenting on the activation, Ankur Jain, Founder and CEO, Bira 91 said, “This time of the year is all about celebrating with friends and family, so we wanted to add a little extra cheer to the mix, in our style and make this Christmas a ‘Flavorful Christmas for everyone’. At Bira 91, we work hard and play harder and saw this as an opportunity to create a unique, never-done-before experience for our consumers to bring a smile to their faces. We are beyond excited at the love this initiative has garnered and are pumped to present more such activations that inspire creativity, innovation and playfulness to have a good time, going into the new year.”