McDowell’s No.1 is the largest selling whisky in the world
Challenge: Diageo’s McDowell’s No.1, the largest selling whisky brand, needed to appeal to millennials.
Solution: We launched the ‘Yaaron Se Bane Hum’ (friends make us who we are) campaign, portraying the brand as a celebration of brotherhood, and friend reunions.
The campaign became a huge success, following which we extended it to talk shows on prime time television and to music festivals across the country.
My role: Creative Direction. Ideation. Art Direction.
Agency: DDB (India)
Creating musical platforms.
We created a large scale music platform ‘No.1 Yaari Jam’ (No.1 Friendship Jam) using our signature tune which was extended to Music videos and music festivals across India.
In partnership with renowned music composer duo Salim & Sulaiman we travelled across the country collaborating with regional music artists creating original music and content stories using our signature tune.
In no time the music videos spread like wild fire across digital platforms, TV channels, radio station and OTT platforms.