New Delhi, November 1, 2025: This Halloween, Medusa Beverages, India’s fastest growing beer brand, has launched ‘The Ritual Awaits You’ campaign to celebrate the spirit of shared experiences. Inspired by Halloween folklore, the campaign introduces a fictional ritual that encourages people to “summon Medusa”. It brings global celebration into a local context, gives it a uniquely Indian touch that resonates with today’s audience and is engaging and inclusive.
In the campaign video, the story unfolds around a playful Halloween ritual where a group of friends light candles in front of a mirror at night and chant “Medusa”, only to have a chilled Medusa can appear magically. The concept taps into the thrill and mystery of Halloween while giving it a humorous twist for the Indian audience.
Taking the concept beyond digital, Medusa has extended the experience to on-ground activations at selected cafes, transforming washrooms into mysterious “summoning zones” complete with themed branding and ritual instructions. Participants completing the ritual receive an exclusive Medusa-inspired cocktail. The brand also brought the experience to homes by sending out limited-edition mini ritual kits shaped like coffins, creating curiosity and engagement on social media.
Speaking on the campaign, Gaurav Sehgal, Vice President – Marketing, Medusa Beverages said, “We are moving beyond conventional marketing and focus on building moments that people can be part of, moments that create laughter, curiosity, and connection. With this campaign, we wanted to give audiences something they could truly engage with, a concept that blends fun, participation, and cultural relevance”.
With ‘The Ritual Awaits You’, Medusa continues to make celebrations more immersive and memorable. The campaign blends the spirit of Halloween with Medusa’s bold and youthful personality, showing that Medusa isn’t just a beer but an experience that thrives on creativity, community, and connection. By bringing together elements of fun, curiosity, and participation, Medusa aims to turn every occasion into a moment of shared joy. The brand’s approach goes beyond traditional advertising, focusing on creating experiences that spark conversation and bring people closer.
The campaign is live across Medusa’s digital platforms and social channels, inviting audiences to take part in ‘The Ritual Awaits You’ challenge by recreating the ritual, sharing their experiences, and joining the Halloween celebration in their own way.
Campaign Link: https://www.instagram.com/p/DQboghakr_I/
