Bacardi launches 'Bacardi Together' Campaign

NEW DELHI: Bacardi India, a subsidiary of Bacardi Limited, has announced a global campaign called ‘Bacardi Together‘.

The brand, which is positioned as bringing people together to create memorable experiences, has launched this campaign with an aim to remind people to spend more joyous moments with friends and family.

Through its Global Monitor Study, Bacardi found that human relations and human connections are growing distant day by day. And through this campaign, the rum brand aims to help people overcome barriers creating opportunity for people to connect and value the joys of being together.

The rum brand has collaborated with Randolph Correira, a music producer and part of the rock band Pentagram and electronica duo Shaair n Func to create a base track.

The track was uploaded online for music lovers to listen to, and to add too. Over 30 days, many across the country contributed to the track, along with leading Indian musicians. Artists such as Monica Dogra, Raghu Dixit, Vishal Dadlani and bands such as Swaratma and Zero were some to note.

Bacardi also tried to touch music lovers across the lead cities of Delhi, Pune and Bangalore across a single weekend at the most popular malls in the cities.

Using the medium of Drum Circles at each venue, conducted by celebrated percussionists such as Sivamani, Montry & Jishnu (Swaratma) and Amit Kilam (from Indian Ocean), Bacardi helped to reveal to all onlookers the power of getting Together. By the end of the Drum circles, all participants - mostly novices - came together to produce one, unified sound that truly broke down barriers and helped people connect with each other.

A wholly owned subsidiary of Bacardi Limited, Bacardi India held a press meet here to announce the global campaign "Bacardi Together" for its eponymous flagship brand in India.

The "BACARDI Together Movement" aims at helping people overcome barriers, creating opportunity for people to connect and to enjoy the simple yet profound joy of being together, of having a personal, one on one connection.

In India, to kick-start the "BACARDI Together campaign", Bacardi decided to play on the social nature of human interactions and chose "Music" to bring people together, for them to sing and speak one language, the language of "Togetherness".

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