Vat 69: Vat Man
Kanishk Kabiraj
Campaign details
Brand owner: Diageo IndiaAgency: BBH Communications IndiaBrand: Vat 69Country: IndiaChannels used: Cinema, Magazines - consumer, Online video, Social mediaMedia budget: Up to 500k
Executive summary
Once a powerful symbol of rugged cool because of its strong association with Bollywood and its iconic heroes and supervillains, Vat 69 had failed to keep step with a rapidly changing India. Vat 69 was born from competition, but applying the idea of modern-day competition had only taken the brand so far.
In danger of losing...