As Simba Beer marks nine years in India’s craft beer space, the brand is introducing First Time with Simba, a YouTube series featuring real individuals taking on new experiences. The series, launching May 10, 2025, will follow people pushing beyond their comfort zones—whether taking the stage, attempting an extreme sport, or confronting a personal fear—filming raw, unscripted moments of vulnerability and victory.
In contrast to celebrity or influencer branded content, the series targets regular people, highlighting the notion that courage is sometimes found in small, individual leaps. Participants are taken through new challenges in each episode, accompanied by friends and a supportive crowd. The production is meant to be relatable, combining humor, nervous tension, and eventual thrill as they overcome their “first times.”
Simba Beer, introduced to the market in 2016, has established itself with its unorthodox strategy, from its unusual flavors to the promotion of underground artists and alternative subcultures. The company has, through the years, partnered with hip-hop groups such as Seedhe Maut and Chaar Diwari, released limited batches, and supported underground music events. Its outreach to 17 states and the premium bars’ presence have sealed its position as a youth-driven, experimental brand.
The YouTube series aligns with Simba’s ethos of celebrating originality and fearlessness.
“We’ve always believed that the best stories come from real people taking chances,” said Ishwaraj Singh Bhatia, Co-Founder and COO of Simba Beer. “This isn’t about grand gestures but the quiet bravery in trying something new—whether it’s singing in public or finally quitting a job to pursue a passion.”
Industry watchers comment that the series is a move away from conventional marketing strategies, where brands prefer genuine storytelling to slick commercials. By eschewing scripted plots and sponsored influencers, Simba hopes to develop a stronger emotional bond with viewers.
As the brand celebrates its tenth year, First Time with Simba is both a look back and a look ahead—innovating the way milestones are commemorated while remaining faithful to its roots of rebellion. The initial episode goes live on May 10 on Simba Beer’s official YouTube page.