India’s favourite beer brand, Bira 91 announces its third edition of Bira 91 FreeFlow, a campaign that places its focus squarely on hip-hop and hip-hop subcultures in India and globally.
From rap to b-boying to graffiti and fashion, Bira 91 FreeFlow aims to become the one-stop resource for all things hip-hop in India. As an art form, hip-hop’s journey has taken it from an expression of the embattled South Bronx to being the defining symbol of popular culture worldwide. Hip-hop is bold and irreverent, cross-cultural and community centric, much like the Indian beer brand.