After building a Halloween property called Bloodweiser in different markets, Homegrown enabled the India launch of bloodweiser over 2 parties in Mumbai & Delhi over 48 Hours. Through their “Join the Fearless” campaign Budweiser launched a three-week integrated initiative worldwide where the occasion of Halloween does not yet exist. Homegrown enabled the brand to own the popular global holiday in India by hosting events in Mumbai and Delhi.
Our strategy was to take over unusual venues in both the cities and invite people to ‘Join the Fearless’. We wanted to urge consumers to speak about their irrational fears and attempted at tackling just that, sticking to the belief that – being free is being fearless, and giving people a chance to deal with their demons on their own terms.
We took over a defunct store in a worn out mall in Mumbai and a run down warehouse in Delhi over a 48 hour period. We curated experiences for people to be part of an interactive house of horrors. The event features live actors with a scripted story inspired by New York’s theatrical ‘Sleep No More’.