MAM
Report on Shemaroo

A Messi affair: Budweiser’s attempt to pay tribute to footballer goes awry

Painting Messi murals over already existing iconic street art has triggered backlash.

https://ntawards.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/04/07/foot.jpg?itok=K7g8zk4a

MUMBAI: When beer brand Budweiser decided to commemorate Argentinian footballer Lionel Messi's 644th goal with a splash of wall murals, it was certainly an inspired idea – which sadly fell flat in the execution. The extravagant murals depicting La Pulga’s life and journey were displayed in prominent spots – Delhi’s Hauz Khaz and Chapel Road in Bandra, Mumbai. However, what the brand allegedly did not take into account was that in order to create their own wall mural, they were 'destroying' street art which has been Delhi's pride for a while now.

The American brewer seems to have painted its murals over some already existing iconic street art in both places, enraging the artist and creator community. St+art India Foundation, an organisation that works to promote street art and which had commissioned the original Delhi murals, took to social media to deride Budweiser’s campaign, calling it “blatant advertising under the name of street art”. In its post, the foundation claims that its earliest murals in Delhi go back as far as 2014 and have been replaced by Budweiser overnight.   

 
 
 
 

 
 
 
 
 
 
 
 
 
 
 

A post shared by St+art India (@startindia)

Three such murals have come up in the neighbourhood as part of the Budweiser India campaign in the past one month. At least two of the new artworks were painted over existing murals created by artists Okuda San Miguel and Mariusz Waras in 2014. The back of the primary municipal corporation school building in south Delhi’s Hauz Khas Village now has murals of footballer Lionel Messi – an illegal act, St+art India pointed out, as school premises can't be used to advertise alcohol brands.

The brand is now at the receiving end of widespread social media backlash for 'messing' up Delhi's street art and concerns were raised over “advertising in the name of street art.”

In the face of this furore, Budweiser India issued a statement via Instagram stories saying, “We have always believed in the power of art and have worked with multiple artists over the years to build a strong foundation that is supportive towards the creator community. As part of curating these murals, we reached out to multiple artists including Start India [sic], and collaborated with artists that met our creative and commercial direction through these illustrations that curated over months and even restored the walls. Our aim was always to offer the insider perspective into the G.O.A.T’s iconic journey and inspire fans through creative murals that celebrated his journey. We continue to support the creator community.”  

The brand has been accused of surrogate advertising in the name of street art, as it is not uncommon for alcohol brands to roll out campaigns where their product is not mentioned because they are not allowed to advertise liquor directly. Meanwhile, in a tit-for-tat move to reclaim Delhi's walls, a group of graffiti and street artists painted over a couple of Messi murals on Sunday.

Latest Reads

https://ntawards.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_184606_800_x_800_pixel.jpg?itok=MO9TLLgH
HUL’s Deepika Bhan to lead Tata Consumer Products' packaged foods biz

NEW DELHI: Tata Consumer Products (TCP) has roped in Deepika Bhan as the new president of the company’s packaged foods division in India. The appointment will come into effect from 27 April 2021. Bhan joins TCP from Hindustan Unilever, where she was global brand director - haircare for south Asia....

MAM Media and Advertising People
https://ntawards.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_180357_800_x_800_pixel.jpg?itok=BPjnjcNd
KL Rahul bats for Gamezy’s Play Fantasy Cricket Hatke campaign

MUMBAI: Fantasy cricket app Gamezy has launched a new IPL campaign featuring brand ambassador KL Rahul, which revolves around the thought, “Play Fantasy Cricket Hatke.” The new series of Gamezy advertisements, conceptualised by Aagey Se Right, will run across live broadcasts of cricket matches on...

MAM Media and Advertising Ad Campaigns
https://ntawards.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_154336_800_x_800_pixel.jpg?itok=4A3m_9bG
MyGlamm onboards Bhavesh Singhal as chief growth officer

MUMBAI: Direct-to-consumer beauty and personal care brand MyGlamm has appointed former head of growth and revenue of Medlife & Myntra- Bhavesh Singhal as its chief growth officer.   Singhal brings over 10 years of extensive experience in growth, analytics and consumer tech to the organisation....

MAM Media and Advertising People
https://ntawards.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_141011_800_x_800_pixel.jpg?itok=v5IYG5Pw
Snapdeal takes a dig at brand hype to highlight its value proposition

KOLKATA: E-commerce player Snapdeal has rolled out a new campaign - Brand Waali Quality, Bazaar Waali Deal, which seeks to disrupt the notion that only expensive products offer good quality. In a straightforward manner, it communicates Snapdeal’s unique value proposition - good quality at low...

MAM Media and Advertising Ad Campaigns
https://ntawards.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_122706_800_x_800_pixel.jpg?itok=_OeOE9Xu
Namit Prasad joins L&K Saatchi & Saatchi as SVP- planning

NEW DELHI: L&K Saatchi & Saatchi has onboarded Namit Prasad as senior vice president, planning. He will be based out of Mumbai and will report to chief strategy officer Snehasis Bose. Prasad joins the agency post setting up a start-up involved in building an enterprise development platform...

MAM Media and Advertising AD Agencies
https://ntawards.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_121747_800_x_800_pixel.jpg?itok=7bpC6hhH
Dentsu Webchutney wins digital mandate for Tanishq

NEW DELHI: Dentsu Webchutney India has bagged the digital mandate for Titan’s jewellery brand, Tanishq. The account was won following a multi-agency pitch. Championing today’s bride’s love for tradition without being bound by the constraints of it, was the challenge that inspired Dentsu Webchutney...

MAM Media and Advertising Account
https://ntawards.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_121445_800_x_800_pixel.jpg?itok=tvkVk6Ji
Bacardi India taps Zeenah Vilcassim as marketing director

NEW DELHI: International spirits company Bacardi India, has appointed Zeenah Vilcassim as marketing director. She will head consumer and customer marketing across the entire Bacardi portfolio of brands starting this month. Vilcassim will be responsible for driving synergies across marketing,...

MAM Media and Advertising People
https://ntawards.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_120612_800_x_800_pixel.jpg?itok=bzQ7V9X3
Nearly 60% of Indian CMOs have dedicated budgets for influencer marketing, study finds

NEW DELHI: The growing affinity of consumers towards digital platforms to connect with brands has elevated the popularity of influencer activities in India. Moreover, the Covid2019 outbreak has made brands focus more on affirming their online presence, and it has made influencers a part of the...

MAM Digital
https://ntawards.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/television_boardroom-800.jpg?itok=An3_PSHn
'Enormous opportunity': Brands upbeat about TV advertising in 2021

MUMBAI: It would be safe to conclude from the BARC TV Universe 2020 figures that television remains our favourite form of video entertainment across India. The report, which showed that the number of TV viewers had gone up by more than 50 million to 892 million in the last couple of years,...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required