Over the weekend, local Bhangra Community, Apna Virsa took the centre stage at Tesco Extra, Slough Wellington Street, in celebration of the Sikh religious festivities, Vaisakhi.

Dancers were hidden amongst Tesco shoppers, pretending to shop when an announcement was made in store calling for “All Bhangra lovers to make their way to the Customer Services point” of the store.

A countdown began over the intercom and an unknown space was created by the customer service point.

A Bhangra remix melody titled ‘Best of Bhangra 2018’ by DJ Frenzy began blaring over the speaker, and two Apna Virsa members took the centre stage busting out a Bhangra routine.

Slowly, more and more dancers hidden amongst onlookers and shoppers joined in on the routine, surprising the audience and creating a breath-taking performance.

In the end, a large group were dancing to a well-versed routine, ending on a freestyle and a finale chorusing ‘Happy Vaisakhi’ to the onlookers.

Check out a video of the event here: http://www.facebook.com/apna.virsa/videos/2304675676262078/

Bobbi Johal and Seema Kamboj, Project Coordinators at Apna Virsa, said: “What an amazing weekend for the Apna Virsa family! This was a fantastic celebration of Vaisakhi with the community in an exuberant Flash Mob Bhangra display, with loads of smiles and bucketloads of energy and a community spirit at its best. It was an incredible experience for the whole of Apna Virsa team along with massive support from Tutor Priya Sharma and Nav Hothi too. Massive thanks to all our participants for their contagious enthusiasm and support. Big thanks to Slough Tesco for the collaboration and supporting our community events.”

Apna Virsa (‘our roots’ in Punjabi) is a non-profit community organisation based in Slough with the main purpose of exploring, sharing and celebrating South Asian Culture and Heritage with the larger community, promoting awareness, better communications and Health and Wellbeing between different communities.

Vaisakhi is a historical religious festival in Sikhism which commemorates the formation of Khalsa panth of warriors under one of the Sikh Guru’s, Guru Gobind Singh in 1699 and ultimately the birth of Sikhs. It is additionally a spring harvest festival for the Sikhs with celebrations that include decorating Gurdwara’s and community fairs and parades distributing festive foods.

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Asahi Super Dry, the Super Premium Japanese beer, has launched a significant outdoor and online advertising campaign, as well as embarking on a series of partnerships – including this weekend’s Arcadia Festival – that will see the beer at the forefront of immersive experiences across London this summer.

The ‘Remastered by Japan’ OOH campaign has been featuring on more than 600 digital road, rail and London Underground display sites this month, along with larger scale placements in prominent locations such as Shoreditch and Borough High Street.  A heavy-weight social media campaign will also run nationally, creating significant impact for the newly relaunched brand.

The brand has also signed a number of partnership deals which will see it featuring in a number of immersive experiential activations.

For the first time, Asahi Super Dry is the official beer partner of Secret Cinema Presents Blade Runner – The Final Cut: A Secret Live Experience. The 1982 cult classic, set in a dystopian world, explored themes that were way ahead of its time, aligning perfectly with the values of Asahi Super Dry as a progressively minded brand. There will be 80 secret live experiences running until the end of June.

The brand is also the lead beer at dotdotdot London’s latest release, VR experience Somnai, mixing live performance and multisensory elements with immersive technology, while this Bank Holiday weekend (May 5th and 6th) Asahi Super Dry will partner with Arcadia for its 10th anniversary spectacular.

In addition to the above, Asahi Super Dry will be celebrating summer with an array of music gigs and films at the Somerset House Summer Series and Film 4 Summer Screen across July and August.

Laura Mitchell, Director of Brand Marketing at Asahi UK Ltd, says: “When we relaunched Asahi Super Dry earlier this year, we wanted to ensure its marketing would reflect the identity of the brand and put us at the heart of forward-thinking experiences, with a mix of Japanese culture. We’re delighted to be partnering with some truly exciting experiences that feed consumer curiosity and showcase the brand in a contemporary manner.  We strongly believe the ‘Karakuchi’ taste of Asahi Super Dry will make a huge impact, but it is equally important we pay homage to the brand’s heritage and we are very excited to launch into the marketplace with a number of intriguing activations.”

Asahi UK Ltd. (formerly Miller Brands UK) is the UK subsidiary of Asahi Europe Ltd. Asahi UK Ltd. has responsibility for the development of the following Super Premium brands across the UK and Ireland: Peroni Nastro Azzurro, Asahi Super Dry, Pilsner Urquell, St Stefanus and Kozel.

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Hooper’s Alcoholic Fruit Brews is sponsoring the Summer Nights Film Festival, a series of outdoor screenings of popular films in heritage locations.

The 2016 season kicks off with The Martian at the RHS Gardens, Wisley on July 15th, and runs through until September 17th with a showing of Grease at the Blickling Estate in Norfolk.

Hooper’s will be providing a relaxed bar and picnic seating area, where attendees can try each of the six flavours of Hooper’s Alcoholic Fruit Brews.

The premium Ready-To-Drink range includes Cloudy Lemonade, Strawberry & Elderflower, Raspberry & Nettle, Dandelion & Burdock, Ginger Brew and Plum & Sloe.

Simon Green, Marketing Director of Global Brands which markets Hooper’s under license from owner Molson Coors, says: “Summer Nights Film Festival is a chance to enjoy the British summertime with Hooper’s refreshing, nostalgic flavours at beautiful English heritage sites. The events embrace Hooper’s #GreatBritishPicnic campaign to support new ways to enjoy the British summertime this year. We are incredibly excited to be exclusive drinks vendor, especially as this is the first year hospitality options have featured onsite.”

Hooper’s range of traditionally British alcoholic drinks was first launched by William Hooper in 1817 and re-launched in 2012.

Summer Nights is organised by QUAD, Derby’s Centre for Art and Film. Venues this year are: RHS Garden, Wisley, Surrey; Kedleston Hall, Derbyshire; Baddesley Clinton, Warwickshire; Nostell Priory, Yorkshire; Calke Abbey, Derbyshire; Eyam Hall, Derbyshire; Sheffield Park, Sussex; Hardwick Hall, Derbyshire; Wollaton Hall, Nottingham; Dunham Massey, Cheshire; Wallington, Northumberland; Belton House, Lincolnshire; Attingham Park, Shropshire; Blickling Estate, Norfolk.

With the exception of Wisley, owned by the Royal Horticultural Society, and Wollaton Hall, owned by Nottingham City Council, the venues are all run by the National Trust.

Films scheduled are a mix of classics and relatively new releases and include: The Martian, Dirty Dancing, Pretty Woman, The Lady In The Van, Star Wars: The Force Awakens; Mamma Mia; The Innocents; Spectre; Ghost; Mad Max: Fury Road; Robin Hood – Prince Of Thieves; The Dark Knight Rises; Grease; The Great Gatsby; Les Miserables; Top Gun; Grease.

Derbyshire-based Global Brands is the UK’s leading independent drinks brand development business. It owns, markets and/or distributes a collection of products across the RTD, premium soft drinks, spirits and beer categories internationally, including Hooper’s, VK, Hooch, Franklin & Sons premium soft drinks and tonics and Amigos Tequila Beer.

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