Budweiser's ‘Crossover Conversations’ For Magnum Double Barrel Whiskey

Magnum Double Barrel Whisky has debuted its latest video series titled 'Crossover Conversations,' which highlights the brand's original and unique approach. This series spotlights rising artists that share their journey and emphasise how their art and personal style are inspired by people and places, while also bringing to light an amalgamation of many cultures and views.

The first video is a collaboration with Tribemama Marykali, also known as Anna Katharina Valayil, a creative and varied artist. Tribemama recounts in the documentary-style video how her music represents her unique ethnic heritage and the impact it played on her creative path. The film depicts her distinct ethnic heritage and global vision, which have had a significant impact on her music and lyrics.   

Tribemama and Magnum Double Barrel's relationship is a natural fit as both companies are passionate about challenging norms, and perceptions, and pushing limits. Tribemama's indigenous approach to music and art naturally connects with Magnum Double Barrel's mission to produce a high-quality, inclusive, and original product that appeals to whisky aficionados and newbies alike, breaking away from whiskey's rigorous category codes. The film emphasises the value of cross-industry cooperation and demonstrates the power of bringing together varied viewpoints and backgrounds to produce authentic, relevant, and one-of-a-kind results.

Shiba Bhutani, Associate Director Marketing, Budweiser, AB InBev commented, “We chose to collaborate with Tribemama because she represents the very essence of disruption and originality that Magnum Double Barrel embodies. Her diverse cultural background and distinct approach to music and art perfectly align with our brand's philosophy of fusing different cultures and flavours to create something truly novel and meaningful. Tribemama is an artist who pushes boundaries and dares to challenge conventions, and we are thrilled to join forces with her to bring a fresh perspective to the Indian whiskey market. Through this partnership, we aim to inspire others to break the mould and Make New Happen!" 

This cooperation is one of several initiatives launched by the brand to promote the stories of pioneers who are changing the game in their respective industries. The series is an innovative initiative that mixes the worlds of whisky and art in an innovative and captivating way.

Magnum Double Barrel Whisky is an ode to cooperation and exchange. The blended American whisky is the result of a cultural exchange between American Whisky and the finest Indian Single Malt, making it a one-of-a-kind product for the Indian market.