GUERRILLA MARKETING CAMPAIGNS WITH REFERENCE TO REDBULL INDIA

Authors

  • RACHAKONDA SATHISH Author
  • Mr. M. BALA SWAMY Author

Keywords:

Red Bull India, Guerrilla Marketing, Experiential Marketing, Brand Engagement, Youth Marketing, Influencer Marketing, Brand Recall, Consumer Perception

Abstract

Red Bull India's guerilla marketing campaigns utilize innovative, cost-effective strategies to increase brand awareness by emphasizing surprise, creativity, and public engagement. Campus activations, street performances, sponsored excursions, extreme sports displays, and social media integrations have the potential to engage urban millennials and create unforgettable experiences. These methods are designed to improve memory recall, enhance user-generated content, and portray the brand as a lifestyle-focused, audacious, and adventurous entity, rather than concentrating on products. By utilizing influencer networks, cultural centers, and live events, Red Bull fortifies its position in the energy drink industry. According to research, Red Bull India can gain an advantage over its competitors by strategically employing guerilla marketing, which can enhance the brand's perceived appeal and generate unforgettable brand experiences.

Author Biographies

  • RACHAKONDA SATHISH

    Dept of MBA, Mother Teresa Institute of Science and Technology, Sathupally, Khammam.

  • Mr. M. BALA SWAMY

    Assistant Professor, Dept of MBA, Mother Teresa Institute of Science and Technology, Sathupally, Khammam.

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Published

2026-05-30

Issue

Vol. 2 No. 2 (2026): Volume 2, Issue 2, April-June, 2026

Section

Articles

License

Copyright (c) 2026 Journal of Management Excellence

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