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NEW DELHI: Football may end at the final whistle, but the celebrations are still flowing. DeVANS Modern Breweries Ltd. has rolled out an integrated football season campaign for its Six Fields Beer, combining digital engagement, fan-led activations and live watch parties to connect with football enthusiasts throughout the tournament.
Titled ‘Cheers for More’, the campaign is built around the idea that football is best enjoyed with friends, conversations and shared experiences. At the centre of the campaign is the Six Fields 5L Beer Keg, positioned as the go-to choice for home watch parties and group celebrations.
One of the campaign’s key digital activations was Bingo 2.0, an interactive match-day game that invited fans to predict key moments and outcomes as games unfolded. Correct predictions gave participants the chance to win Six Fields merchandise and branded rewards, encouraging real-time engagement throughout the tournament.
The brand also introduced Heartbreak Club, a social media-led activation celebrating the emotional rollercoaster of football fandom. Supporters whose favourite teams were eliminated shared memes and posts reflecting their disappointment, with the most engaging entries rewarded with Six Fields hampers.
Taking the campaign beyond digital platforms, Six Fields organised Watch Party Experiences across multiple locations, bringing together football fans, content creators and communities for live screenings of marquee matches. The events featured interactive brand experiences, creator collaborations and giveaways aimed at recreating the atmosphere of a packed stadium.
The campaign also spotlighted the Six Fields 5L Beer Keg, which offers a draft-style beer experience in a portable format designed for social occasions and group viewing sessions.
DeVANS Modern Breweries Ltd., chairman and managing director, Prem Dewan said football creates moments that bring people together across cultures and geographies, and the campaign was designed to celebrate both the highs of victory and the disappointment of defeat while becoming part of fans’ shared experiences.
With Cheers for More, Six Fields continues to strengthen its association with sports-led marketing, using football’s passionate fan base to deepen consumer engagement through a mix of digital interaction, experiential events and community-driven celebrations.
