BUDWEISER 0.0 has kicked off its partnership with the International Cricket Council (ICC) by unveiling In the Hands of Fans, the first campaign under its association with the ICC Men’s T20 World Cup 2026.
The campaign sets the tone for a season of culture-first, fan-led engagement across India. Anchored in a strong cultural insight, In the Hands of Fans celebrates the moments that define cricket and the supporters who bring those moments to life spotlighting fans who cheer, believe, celebrate and transform every match into a lasting memory.
Rolled out as a pan-India, youth-focused initiative, the campaign will be driven by a nationwide media presence and on-ground activations, bringing Budweiser 0.0’s ICC journey into homes and social spaces across the country.
The initiative is supported by a comprehensive activation plan that includes fan-first screening experiences, a bold creative platform, media takeovers, immersive culture-led partnerships and limited-edition packaging throughout the tournament. Built around the game’s iconic moments, the campaign is designed to keep fans firmly at the centre of the action.
AB InBev India vice president – marketing & trade marketing Vineet Sharma said, “Cricket in India is fueled by its fans, in stadiums, in homes, in pubs and in all the places where the game is watched together. With ‘In the Hands of Fans’, we’re celebrating the iconic moments that define the game of cricket and the people who bring those moments to life. As we begin our association with Cricket, Budweiser 0.0 is bringing alive culture-first experiences across multiple cities of India, creating a fresh fan-first outlook that is set to make this campaign an international trendsetter.”
