Vat 69: Be one in a 100
Sanjay Sharma and Arjun Paul Vedanayam
Campaign details
Brand Owner: United Spiritis India Lead agency: BBH India Brand: Vat 69Country: IndiaIndustry: Spirits, liqueursMedia: Cinema; Events and experiential; Internet – general; Online video; Point-of-purchase, in-store; TelevisionBudget: 3 – 5 million
Market background and cultural context
Intense competition in the secondary Scotch segment
Indian spirits market is dominated by whisky; Scotch forms a small but lucrative segment. While advertising is restricted, players compete by using 'surrogate' advertising. In the five years since...