Vat 69: Be one in a 100

The case study describes how Vat 69, a cult whisky brand in India, was able to move from its niche market in the secondary scotch segment to a more premium segment.

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...

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