It will be the driving force behind Cobra’s ambition to be a top-ten UK beer brand.
The spot features a train travelling through the Indian landscape. The campaign also features talented people including DJs and a food writer discussing the culture.
It was written and art directed by Julia Martens, and directed by Daniel Wolfe through Somesuch & Co.
As part of BMB's campaign, Cobra has also placed three documentary films directed by George Belfield, on the Guardian’s Travel site.
Each film, over which the Guardian had final editorial approval, tells a story of modern India as seen through the eyes of a different Indian protagonist. All three are leaders in their respective cultural fields, a fashion blogger, a food journalist and a pair of young musicians.