Travellers are often tired and thirsty in transit. SAB Miller India saw an excellent opportunity to popularize a new brand of non-alcoholic beer, Indus Pride, as a refresher and thirst quencher. We chose handles of airport transit buses as our medium.

We made the handles to look like a mug filled with chilled, frothy Indus Pride non-alcoholic beer. When a passenger held it, he automatically appeared to be enjoying a swig of the chilled refresher.Released in March ’10, a peak vacation season when travel via airports increases by 50%, the communication got huge visibility and word-of-mouth.