NEW DELHI: Starting with the metros with the aim of attracting the affluent, Heineken with its campaign 'There's more behind the star' is now planning to move to smaller cities in India. It is inviting consumers to discover the authentic product stories, the foundation of the global brand.

The brand campaign in India comprised localized outdoor communication which combined Heineken's credentials and a city's cultural nuances in a witty manner.

Aimed at addressing Heineken's iconic heritage and at the same time telling compelling stories relevant and topical, the campaign spanned Delhi, Mumbai, Bengaluru and Kolkata.

The global campaign consisted of a series of TV commercials featuring Hollywood star Benicio Del Toro, supporting digital activation and point of sale activities.

The humorous video 'See Del Toro' comparing what is behind its own ‘star' status, to specific stories behind the legendary Heineken star. The content was created by Publicis Worldwide and filmed in various locations in Barcelona.

The campaign focuses on the beer itself, the brand's rich heritage and its unparalleled international footprint.

In 142 years, Heineken has grown from a small Amsterdam-based company into the world's most international premium lager. The aim is to show the quality and taste has never wavered.

United Breweries senior vice president marketing Samar Singh Sheikhawat said; “Consumers increasingly want to know what's happening behind the scenes. Heineken has a wealth of authentic backstories."