How Astrix Gave Wiiings to Red Bull in Odisha

Red Bull’s iconic tagline, “Red Bull gives you wiiings,” has never felt more spot-on. Thanks to their creative partnership with us, Astrix, Red Bull’s presence in Odisha has now reached new heights. Here’s what we did:  

• 17 Red Bull-featured podcasts (48.5%) gained 260K impressions, and 12K views.

• Samar Pratap Nayak episode: 89K impressions, 12K views, 363 hours of watch time.

• 17 Instagram reels (28.8%) reached 306K accounts, and 431K views.

• Sourabh Khandelwal reel: 258K accounts, 376K views, 49K likes, 15K shares, 28s avg. watch time.

• Boosted Red Bull sales in Bhubaneswar, turning casual consumers into loyal fans.

We launched 17 episodes featuring the iconic Red Bull cans, representing almost half (48.5%) of all podcasts. This means nearly half the time; listeners were subtly reminded of the energy boost they could get from the famous red can (you see, our episodes are nothing short of energy) These episodes have amassed a whopping 260K impressions and 12K views. In fact, an episode we did with Samar Pratap Nayak talking about the startup culture of Odisha really stood out, drawing 89K impressions and 12K views, with listeners sticking around for an impressive 363 hours (about 15 days).

On the Instagram front, we featured those iconic cans in 28.8% of our reels. Astrix’s 17 Red Bull-infused reels reached 306K fresh accounts and pulled in 431K views. Our viral reel with Sourabh Khandelwal—focusing again on startup culture (because we totally get what our audience loves) included those standout cans and reached 258K accounts alone, grabbing a staggering 376K views, earning 49K likes and 15K shares. With an average watch time of 28 seconds, it's clear the viewers were hooked and loved every second of it.

We could have rested on our laurels, thinking our achievements spoke for themselves. But we went the extra mile—conducting personal surveys. The results? Well, let’s say we did what Verstappen could not. Red Bull’s sales in Bhubaneswar and nearby regions saw a notable boost. We helped Red Bull land straight into the loyalty ladder of the marketing funnel. Casual consumers have now turned into dedicated fans. How did we pull this off? Clever product placement. We ensured the Red Bull cans were subtly displayed without overwhelming the viewers. No in-your-face sales pitches here! The placement felt natural and seamlessly integrated the brand into our conversations, making Red Bull feel like a natural companion to the topics discussed. This highlighted Red Bull's brand persona more as a lifestyle choice rather than just any other energy drink. Over time, people began associating Red Bull with our lively and engaging content (you’re really missing out if you haven’t watched them yet). This story shows how while global ambassadors and high-speed thrills are great, well-crafted local content can make a difference too.

So, while Rishi and Dimples' story might be a bit mismatched, here's a perfect pairing: Red Bull and Astrix's audiences. Both focus on the active but busy youth who need a refresher at every step, be it driving sales in the corporate world or pulling an all-nighter in college. Red Bull keeps them going with their drinks, we do it with our content. The proof is in the results: when Red Bull and Astrix come together, it’s a match made in heaven.