Creating an experiential IP around craft beer in the city known for its wine and maintaining it year on year!

The Task

Conceptualize and create hyper for a craft beer and music festival in Nashik which is synonymous to wine!

The Solution

Grape County was to create an experiential property which makes its iconic in the region otherwise known as Napa Valley of India.

As an agency partner our 1^st step was to break the clutter and create something that becomes unique to GC. We had observed a rising trend of craft breweries and music in India specially amongst Gen-Z and hence zeroed down on craft beer and music as the core of the IP and then began the meticulous exercise of branding the event, pitching it with right set of platforms for brands and most importantly getting the crowd!

Working as true partners, we picked up timing of October Fest in Germany and created our own version of October Fest (India’s 1^st organized event) called Oktobrew!

The visual design was carefully crafted keeping the sensibilities of the TG and then the design was extended across the event branding, merchandise and event collaterals.

The next step was to create a kick-ass video that builds the hype for the festival and promote it across all Gen-Z outlets.

The festival was a massive success in the 1^st year itself garnering 3x visitors in a 2 day event.

Now in its 4^th year, the event has become an yearly pilgrim for Beer Lovers and Culture Creators.