Budweiser 0.0 has launched ‘In the Hands of Fans’, marking the first chapter of its partnership with the ICC Men’s T20 World Cup 2026. The campaign has signalled the brand’s entry into the tournament with a focus on cricket fandom and shared viewing experiences across India.
The campaign has centred on the idea that cricket belongs to its fans and has highlighted moments that define the game through the people who experience them. It has showcased everyday fan behaviour, cheering, celebrating and watching matches together, as a core part of cricket culture.
‘In the Hands of Fans’ has rolled out as a pan-India campaign with a youth-focused approach. It has been supported by a 360-degree activation plan that has included media takeovers, fan-first screening experiences, limited-edition packaging and on-ground activations during the tournament period.
Budweiser 0.0 has used the campaign to anchor its ICC association across homes, social spaces and cultural platforms. The activation has been designed to bring fans closer to the game through participatory and shared experiences linked to key moments in cricket.
The campaign has formed part of Budweiser 0.0’s broader positioning at the intersection of sports and youth culture, as the brand continues to expand its presence around major global sporting events.
Commenting on the launch, Vineet Sharma, Vice President – Marketing and Trade Marketing, AB InBev India, said, “Cricket in India is fueled by its fans, in stadiums, in homes, in pubs and in all the places where the game is watched together. With ‘In the Hands of Fans’, we’re celebrating the iconic moments that define the game of cricket and the people who bring those moments to life. As we begin our association with Cricket, Budweiser 0.0 is bringing alive culture-first experiences across multiple cities of India, creating a fresh fan-first outlook that is set to make this campaign an international trendsetter.”
