Ahead of the Men’s T20 World Cup held in India and Sri Lanka, AB In Bev India has launched a campaign in partnership with Budweiser India and ICC. The campaign titled, In the Hands of Fans, celebrates the power of sports fans to make a game. 

The campaign, delivered in collaboration with Budweiser India and DDB Mudra, celebrates the emotion, energy and shared rituals that define cricket fandom. From packed stadiums to pubs or living rooms, ‘In the Hands of Fans’ celebrates how the people watching make the sport.

At the heart of the campaign an upbeat film turns the spotlight on the audience to celebrate the spectators. From sharing joyous moments of celebration, to holding on to the edge of your seat in tension, the film captures what it means to be a fan.

Alongside shots of fans and dynamic moments of play, a voice over describes what it means to be a fan, sharing: “In the hands of fans, moments become memories.”

“In the Hands of Fans isn’t just a campaign but our commitment to celebrating cricket culture at every level, from stadiums to living rooms, recognizing that the real magic happens wherever fans come together,” added Vineet Sharma, Vice President of Marketing and Trade Marketing at AB InBev India.

The campaign has been created with the help of agency partner, Matta.

Tom Allwood, Managing Director at Matta, added: “Budweiser entering cricket in India is a genuinely significant moment - not just for the brand, but for fans. Our role was to help bring Budweiser’s global sporting heritage into cricket in a way that felt earned, culturally grounded and fan-first.”

“Cricket is woven into the fabric of Indian culture, and with Matta’s and DDB Mudra’s support, we’ve been able to enter the sport in a way that honours both the game’s legacy and the fans who make it extraordinary,” added Sharma.