Budweiser Celebrates The Spirit of Football in India with Three-Part Docu-Series Featuring Bhaichung Bhutia

The project, done in collaboration with VICE Media, pays homage to the beautiful game and the spirit of football in India.




VICE Media

Budweiser, an Anheuser-Busch InBev (AB InBev) global brand, has released docu-series titled “The Indian Football Story: The World is Yours To Take” in collaboration with VICE Media. The three-part series pays homage to the rich history of football in India.

Dissecting the journey of the sport in the Indian landscape, the documentary tells the story of India’s tryst with the World Cup in 1950.

The series features renowned historians, legendary footballers, coaches, and opinion leaders from the sports fraternity. Icons including Bhaichung Bhutia, Jaydeep Basu, Sailen Manna, and Talimeren AO feature in the series, reminiscing the glory days of football and sharing anecdotes with their fans.


“Growing up we heard stories of legends in the game, creating history and conquering the world’s attention and love,” said Bhaichung Bhutia.

“India is a land of immense talent and with the right support and encouragement, we are a force to be reckoned with. With this docu-series, we hope to motivate budding footballers and put India on the map of global football. I would like to thank Budweiser and VICE Media for creating this opportunity to bring forth so many inspiring stories and celebrate the sport in all its splendor.”

“Being associated with FIFA for over 35 years, Budweiser has shaped unparalleled cultural experiences to elevate game-viewing. This docu-series, in partnership with VICE, is a tribute to veterans of the game in India, a celebration of how far we have come and a reminder of just how far we are yet to go,” said Vineet Sharma, Vice President Marketing – South Asia, AB InBev.


“The series is an attempt to inspire millions of football fanatics to hit the ground running with their dreams, just like their idols have done. We want to tap into the passion for football in India and create memorable moments for audiences during the FIFA world cup, keeping the love for the game ablaze.”

“The Indian Football Story is slightly different. It’s a story most people have heard of but have the incorrect context with regard to the actual happenings,” said Rohit Tugnait, Commercial Director, Vice Media Group.

“We use the 1950 World Cup myth as a starting point to tell the story of the beautiful game in India. We show today’s fans – both casual, and hardcore – how India once was a Football Country, and how, with their support, we can be a great footballing nation once again. Being an enabler in celebrating the spirit of football in India, we are glad to collaborate with Budweiser to help bring this story to life.”

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