McDowell's No.1: Celebrating brotherhood - future proofing an Indian icon

This case study describes how the spirits brand McDowell's No.1 used a content strategy in India to regain its definitive image and re-engage young Indian men.

McDowell's No.1: Celebrating brotherhood – future proofing an Indian icon

Padmapriya Muralidharan and Amit Kekre

Campaign details

Brand owner: USL DiageoLead agency: DDB MudraBudget: 5 – 10 millionCountry: IndiaIndustry: SpiritsMedia channels: Mobile and apps; Online video; Radio; Social media; Sponsorship - media; Word of mouth, advocacy

Market background and cultural context

Indian Regulatory Environment

India is a media dark market when it comes to promoting alcoholic beverages beyond the place of consumption. At USL, we respect this mandate and strictly believe that consuming alcohol is a personal choice and...

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