Diageo’s McDowell’s No.1 Silk Honey flavoured Whisky
Challenge: Introducing the inaugural honey-flavored Whisky in India posed a unique marketing challenge due to the saturated and traditionally dark landscape of the alcohol market in the country.
Solution: Our approach involved crafting visually striking and unconventional imagery, depicting the whisky bottle seemingly emerging from a pool of honey. This imagery not only captured the essence of the product but also ensured that it stood out prominently amidst the cluttered and conventional alcohol market in India. The visually appealing key visuals effectively communicated the distinctiveness of the honey-flavored whisky, drawing attention and generating interest among consumers.
Photographer: Peter Schafrick, Toronto.
My role: Art Direction and Creative Direction
Agency: DDB (India)
Diageo’s Vladivar Twin Flavoured Vodka - Renovation and Launch KV
Challenge: Introducing the pioneering concept of Twin Flavoured Vodka in the Indian market presented a significant marketing challenge, particularly considering the already crowded and competitive landscape of the alcohol industry in the country.
Solution: Our strategy revolved around creating visually captivating posters and key visuals that ingeniously incorporated the dual ingredients of the Twin Flavoured Vodka. By leveraging the visual appeal of the ingredients and showcasing them in an innovative manner, we aimed to not only make the product visually enticing but also to ensure its distinctiveness in a market saturated with similar offerings. These posters and visuals served as effective tools to capture the attention of consumers and differentiate the Twin Flavoured Vodka from its competitors, ultimately driving interest and engagement among the target audience.
Photographer: Kedar Malegaonkar
My role: Art Direction and Creative Direction
Agency: Contract - Wunderman Thompson
Diageo’s McDowells’s No.1 Luxury Whisky
Challenge: The existing imagery associated with McDowell’s No.1 Whisky variants was deemed outdated and lacked the aspirational appeal necessary to resonate with consumers.
Solution: In order to address this issue, our focus shifted towards the relaunch of McDowell’s No.1 Luxury Whisky. It was imperative for us to reimagine the product imagery to reflect its premium quality and elevate its aspirational value. This entailed creating visually stunning product imagery that not only captured the essence of luxury but also made the liquid appear enticing to consumers. Through meticulous attention to detail and expert photography techniques, we sought to showcase the elegance and sophistication of McDowell’s No.1 Luxury Whisky, thus revitalizing its image and enhancing its appeal to discerning consumers.
Photographer: Nori Michi, New York. Richard Mountney, Edinburg.
My role: Art Direction and Creative Direction
Agency: DDB (India)
Diageo’s Antiquity Whisky
Challenge The task at hand was to execute a successful relaunch of the new bottle design for the brand.
Solution: We devised a comprehensive strategy centered around the creation of a new brand asset, termed as 'THE DOUBLE HEADED HERON.' This symbol was meticulously crafted to embody a sense of timelessness, with one head symbolizing the brand's rich heritage and tradition, while the other looked towards the future, signifying innovation and progression. To bring this symbol to life, we employed advanced 3D rendering techniques, accentuating its intricate details and symbolism.
Furthermore, we capitalized on the unique shape of the new bottle design and the enticing nature of the liquid content by capturing stunning product shots. These visuals not only showcased the elegance of the bottle's silhouette but also highlighted the appeal of the product itself. These key visuals, along with specially curated retail elements, served as powerful marketing assets, effectively communicating the brand's narrative of tradition, innovation, and timeless appeal to consumers.
Photographer: Wolowski & Partners, Warsaw.
My role: Art Direction and Creative Direction
Agency: DDB (India)
