Carlsberg Pilsner in India
Your favourite pilsner, coming to India. A travel-inspired label and packaging system that positions Carlsberg Pilsner as a refreshing summer companion across Indian destinations.
1 Week
2025
Problem
Carlsberg Pilsner is loved globally, but India is a geographically diverse, culturally expressive market where international brands often feel disconnected from local identity. Carlsberg needed a launch concept that felt fresh, youthful, and rooted in India, without losing its global sophistication.
Insight
Indians don’t just travel — they collect memories.
Stamps, photos, stickers, iconic locations, moments with friends… Our travels become part of our personality. And in summer, every trip — big or small — has a drink in the background. If Carlsberg wants to feel local, it must feel like a companion to these memories.
Big Idea
The visual identity uses postal-stamp style labels featuring unique Indian locations, turning each bottle into a collectible memory. The 6-pack crate resembles a cheerful Indian minivan carrying your “travel bottles,” with a unit that reads Travel India with Carlsberg. Together, the labels and packaging position Carlsberg as the beer that travels with you — light, refreshing, and made for every Indian summer journey.
