Vat 69: Vat Man

This case study describes a campaign in India for Vat 69, a Diageo-owned Scotch whisky, which sought to improve the brand's image amongst younger consumers.

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.

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