Diageo's McDowell's No. 1
- Nov 1, 2020
- 1 min read
McDowell's No. 1 is Diageo's highest selling affordable whiskey in India and one of the most popular drinks in the country. When they asked us to come and pitch for the account, they wanted to see how well we understood their positioning of 'friends bonding over whiskey' and what we could do to translate it to a fresher audience through the digital medium. As part of the pitch, I crafted an extensive digital campaign along with a fresh and younger tagline - Epic Yaari (friendship) Squad. The theme revolved around celebrating your own unique gang of friends with only subtle references to the drink itself. The pitch won us the account and brought in a major part of Diageo's affordable drinks portfolio. A massive win for the company and a personal win for me, both creatively and strategically.
