As the year draws to a close, Medusa Beverages has launched its New Year campaign, ‘Blame Us for the Good Times’, focusing on the emotion, spontaneity, and camaraderie that shape year-end gatherings. The campaign draws from everyday social situations, reflecting how friends come together despite busy schedules and last-minute plans.
The campaign follows a group of friends determined to meet at least once before the year ends. What begins as a simple plan turns into a house party, with Medusa positioned as the final and most awaited arrival. The narrative highlights that celebrations do not require elaborate planning, instead driven by shared time, laughter, and moments that feel natural when friends come together over a beer.
Through the campaign, Medusa reinforces its view that social connection lies at the centre of meaningful celebrations. The brand is placed within familiar social settings, where beer forms part of the experience rather than the focus. By centering the story on relationships and shared experiences, the campaign reflects Medusa’s broader approach of aligning with real-life social behaviour rather than conventional advertising cues.
The campaign concludes with a light, category-linked moment that reframes the idea of ‘good times’ in a contemporary social context. The campaign is live across Medusa’s digital and social media platforms.
Gaurav Sehgal, Vice President – Marketing, Medusa Beverages, said, “For Medusa, New Year represents togetherness, reflection, and fresh beginnings. The campaign stays true to our belief that beer complements social moments. It helps build a stronger emotional connection with consumers by reflecting how they actually celebrate.”
