“Cheers to 50 Years!” – Rupee sings “Banks is Bajan,” popular local beverage’s 50th Anniversary theme

Banks (Barbados) Breweries Limited has signed leading Barbadian artiste Rupee to produce a musical tribute to Banks Beer based around Rupee’s 2011 Crop Over mega-hit “I am a Bajan”. This was a part of their major activity for Banks’ 50th Anniversary themed around “Cheers to 50 Years!

Christian Gibbs, Brand Manager for Banks Beer remarked on the strategy behind securing the Rupee track:

Recording artist, Rupee (left) hands over the completed “Banks is Bajan” jingle to Banks Beer Brand Manager, Christian Gibbs, who presented Rupee with a commemorative six pack of Banks Beer.

This year at Crop Over there was one song that really tapped into the emotions of all Bajans. That song isI am a Bajanby Rupee. We believe its patriotic fervour to be ideal for the Banks Beer brand, particularly as we celebrate our 50th anniversary of brewing in Barbados.

Drinking Banks Beer defines who you are deep down, a true Bajan. Banks Beer has also had a pivotal role in the development of Barbados as a society, it has been raised as a toast at all our key celebrations and events for the whole of our modern independent era. Additionally, Banks Beer provides jobs for many Bajans, not just at the brewery, but also wherever our great beer is marketed, distributed and sold. As Rupee sings in the trackIt belongs to Us”. He has captured this patriotic feeling for Banks perfectly with this new interpretation of his hit song. I’d like to thank Rupee for delivering such a memorable rendition. Cheers Rupee!

Commenting on the collaboration, Rupee said the song and the brand complemented each other perfectly:

The Lyrics of the new song are very evocative and exactly, pun intended, suited to a great Barbadian beer like Banks Beer.

Gem of the Caribbean Sea
Banks Exactly
I am a Bajan
Banks Beer is Bajan
Banks Beer is the Beer of Barbados
It belongs to us
I am a Bajan
Banks Beer is Bajan
I raise up my Banks
And say cheers!
Cheers to 50 years
The Beer of Barbados
Of you and me
Banks Exactly
Banks Exactly
I am Bajan
Banks Beer is Bajan

I was delighted to work with the Banks Team and Red. In fact, in a previous life I once even worked with Jevan as a graphic designer so the collaboration was one of old friends. Cheers to 50 Years Banks!

Jevan Jutagir, Head of Red Advertising, the new advertising agency for Banks Beer and Banks Amber Ale, also spoke about how the collaboration came about between Banks Breweries, Rupee, South Central Entertainment and Red Advertising.

When we at Red first heard the song, we knew it was perfect for Banks’ 50th Anniversary and that the ideal time to release it was in November for Independence. We also knew that not many brands could support such a powerful song. The brand had to be a “Fabric of Barbados” brand. Banks Beer is such a brand. Rupee and Richard Haynes from South Central agreed, and this evocative piece of music was born linking Banks inextricably to its homeland. No other beer has those roots. No other beer is Banks!

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