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While most of India is swept in a wintry spell, it is a brand-new year again. As we step into it feeling all jittery and slightly nervous about what it’s going to bring us, Bira 91’s ‘Always Summer’ video, created in collaboration with acclaimed singer-songwriter, Prateek Kuhad lands us amidst the zeitgeist of a ‘blonde summer’ that is just round the corner. Shaking up the world’s definition of summer as merely a season that lasts for a few months, Bira 91 tells us that the season is but a feeling that is already within us in the tiny, balmy moments of joy we spend with our loved ones.
Since the last year was somewhat of an exception with most of us spending a majority of their times indoors, it called for uncovering different and mostly unfamiliar ways of having fun. We found happiness with whatever little we had, and made memories with whoever we found nearby. Strange as it may sound, we found connections and formed memories in the unlikeliest of places with people we never thought we’d get so close to. Stuck indoors, we made do with whatever we got. It is through this very emotion that the video resonates with us, making us own all the goof-ups and the not-so-successful culinary adventures we indulged in during the lockdown.
An ode to all our idiosyncrasies and outlandishness, Always Summer tries to bring to life the otherwise inexpressible nostalgic feeling that hits one upon sipping a can of Bira 91 Blonde Summer Lager with the best of their pals and turns the otherwise slow summer into the fabulous blonde summer that it should be. To celebrate this free-spiritedness and fun ethos of the generation, it tries to capture its intimacy with people who move with the motto of living and experiencing life to its fullest and making the best out of each and every moment. As a step towards bringing the blonde summer alive, Bira 91 also offers the Blonde Summer collection.
In the Bira 91 video, when a starry-eyed young guy takes a bite out of his watermelon whilst gazing at the sun setting outside, it seems like someone has showcased a snippet from our own lives.
Underlying moments like these are three parallel narratives that play out simultaneously within the video, which is a collaboration between Prateek Kuhad and Bira 91. While you see someone playing tennis by putting up a net on the dining table, surfboarding on the couch, making DIY popsicles at home, or celebrating birthdays on a zoom call, there is someone else sunbathing on the terrace or sending up jolly Bira 91 Blonde Summer Lager bottles for a gala time indoors. Then there’s this yoga session interrupted by a pup and an unsuccessful attempt at becoming the next master chef, but all such goof-ups are immediately brushed off, further reinforcing the brand’s vision that there is always hope for being a better ‘you’ – just as there is hope for a better tomorrow. With one moment outmanoeuvring the other in its empathies and sensibilities, it embodies the deeply youthful repertoire of Bira 91 as a brand and an emotion.
Emphatically Indian in its brews and tastes, Bira 91 takes you on a ride through a wave of emotions that anticipate sunnier days that are yet to come. In doing so, it repackages and reinvents contemporary Indian youth identity, which right now, largely centres around the hope of tiding over difficult times for a better tomorrow.
Through many steps and missteps and a few tumbles along the way, ‘Always Summer’ creates a resounding interpretation of hope and regeneration, driving home the message that life is indeed beautiful – only if you know where to look.
‘Always Summer’, synced seamlessly with Prateek Kuhad’s soulful track, Kho Jaane Do, celebrates that warm, fuzzy feeling of summer spent on balmy beaches with a cold beer on one’s side.
Peep into their Blonde Summer Store for some amazing goodies.
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