MUMBAI: Beck’s Ice, the European lager known for its German heritage from 1873, today launched its new digital film showcasing its unique ingredient story offering the highest quality brew made of 100% pure malt. With this campaign, Beck’s Ice aims to educate customers about the distinct natural ingredients that are meticulously brewed thus, making it one of the smoothest beers available. The campaign has been created and executed by BBH India.

Set in an outdoor locale, the video begins by inspecting a Kingfisher bird perched on the branch of a tree. As the narrator is reciting the characteristics of the bird, it dives into a river to catch a prey. As it flies back to the twig, we see it struggle to hold on to the prey; eventually the fish slithers out of its beak and falls back into the water. A binocular frame zooms in, focusing on the dazed bird that looks disappointed for not being smooth enough to secure its catch. The storyteller, who we now see is a young man camping with his friends, shifts focus onto Beck’s Ice – 100% pure malt beer which he emphasizes is smoother than others. The group laughs, clinking their Beck’s Ice bottles, enjoying the smooth and refreshing taste.