Johnnie Walker: The Journey

This case study shows how Johnnie Walker, the alcoholic drinks brand, was able to improve its brand image and engage a younger generation of whiskey drinkers in India through a multi-platform campaign.

Johnnie Walker: The Journey

Yudhishthir Agrawal, Shivendra Dikshit and Sunil Tulsiani

Campaign details

Brand owner: Diageo IndiaLeading agency: BBH Communications IndiaContributing agency: Oranjuice Entertainment, Ogilvy One and Edelman IndiaBudget: 3 – 5 millionCountry: IndiaIndustry: Spirits, liqueursMedia: Earned media, buzz; Events and experiential; Games and competitions; Internet - microsites; Magazines - consumer; Mobile and apps; Newspapers; Outdoor, out-of-home; Public relations; Television; Word of mouth, advocacy

Market background and cultural context

Johnnie Walker: A Global and Indian icon

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