Johnnie Walker: The Journey – Restaging an icon
Yudhishthir Agrawal
Campaign details
Brand owner: Diageo IndiaLead agency: BBH Communications IndiaBrand: Johnnie Walker The JourneyCountry: IndiaIndustry Spirits, liqueursChannels used: Events and experiential, Internet - general, Internet - microsites, Magazines - business, trade, Magazines - consumer, Newspapers, Outdoor, out-of-home, Public relations, Radio, Social mediaMedia budget: 1 - 3 million
Executive summary
By February 2013, Johnnie Walker Scotch whisky had become a fading icon in India. The historic brand that had been a symbol of luxury for over 100 years...