McDowell’s No1 Soda: No1YaariJam

McDowell's No1 Soda, an Indian spirits brand, increased brand salience in India by showcasing stories of 'yaari' (friendship), brought alive through music by real-life musician 'yaars' from the industry.

Campaign details

Brand: McDowell's No1 SodaAgency: Hungama Digital Media Entertainment Pvt. Ltd.

Strategy

Objective

McDowell's No1 Soda has always stood for celebration of "True Bonds of Yaari". No1YaariJam gives the brand's philosophy a powerful voice in culture by showcasing fascinating stories of yaari, brought alive through music by real-life musician yaars from the industry.

The campaign had three objectives:

  • Embed the brand philosophy of "yaari" in popular culture;
  • Drive salience and on-ground engagement during key season amongst youth; and
  • In a cluttered environment where every brand wants to associate with music, establish a credible way of activating...

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