Royal Challenge: Live Bold restaging
Padmapriya Muralidharan and Amit Kekre
Campaign details
Brand Owner: USL DiageoLead agency: DDB MudraContributing agency: Bloom and FlamingoBrand: Royal ChallengeCountry: IndiaIndustry: Drink industry, market; Spirits, liqueursMedia: Integrated; Packaging and design; Point-of-purchase, in-store; Product placement; Product samplingBudget: 3 - 5 million
Market background and cultural context
A Fading Icon
Royal Challenge whisky was launched in India in the year 1983.The Royal Challenge brand trademark was one with strong equity among Indian consumers. It was a symbol of masculinity and success at...