Asura – From Bold Idea to Cult Brand
Kerplunk Media | Beverage Growth Story
1. The Challenge (Before Kerplunk)
New entrant in an already saturated alcohol market.
Ad policies restricted direct alcohol promotion → needed creative loopholes.
No brand recognition or community.
Needed strong storytelling to differentiate from regular whiskey brands.
2. Kerplunk Strategy (Our Way)
Step 1 – Brand Identity & Design
Developed the Asura demon face logo (power, energy, rebellion).
Extended brand into Super Asura energy drink mascot design.
Built a bold, dark-toned visual palette → deep black, red, gold.
Step 2 – Social Media & Content
Created community-driven campaigns → memes, reels, UGC-style content.
Focused messaging on lifestyle, vibe, and experience instead of alcohol.
Produced AI-driven creatives → hyperrealistic product mockups, bold posters.
Step 3 – Performance Marketing Hacks
Ran policy-safe Meta + Google Ads highlighting : → Ambience, vibe, and nightlife experiences instead of alcohol keywords.
Built influencer collaborations with nightlife & Gen Z creators.
Leveraged QR-based campaigns (scan → join community).
Step 4 – Offline + Online Integration
Designed in-store branding collaterals → posters, coasters, merchandise.
Created “QR Code Chaos” ad campaign → gamified engagement via QR drops.
3. Execution Highlights
Produced cinematic reels & ad creatives around bottle + lifestyle.
Developed Gen Z–friendly visuals → sketch posters, glitch edits, bold typography.
Built community-first Instagram → shareable, save-worthy, edgy content.
4. Results (The Proof of Growth)
Community Growth: From 0 → 10K+ followers in launch quarter.
Engagement Rate: 12% avg. (well above industry benchmark).
Retail Impact: 40% faster sell-through during launch weeks vs projected.
Campaign Reach: “QR Code Chaos” reels crossed 100K+ views organically.
Brand Recall: Asura became recognized as Pondicherry’s boldest new label in under 6 months.
5. Client Words
Kerplunk Media gave Asura its cult identity. Even with ad restrictions, they found creative ways to make us trend and connect with our core audience.
6. Kerplunk Takeaways
In regulated industries, creativity beats restrictions.
Sell the lifestyle, not the liquid.
Bold branding + edgy community content = fastest path to cult status.