Semiotics and qual: how Pernod Ricard reimagined whisky for India's youth
Brian CarruthersWarc
Scotland might be the home of whisky, but India is the largest whisky market in the world. Not only that, a third of potential consumers there are under the age of 30 and every year another 1 million consumers reach drinking age. Consequently, most drinks brands are focused on youth and youthful imagery, explained Nilakshi Sengupta, AGM Marketing – Head Consumer & Market Insights at Pernod Ricard India. But "there is no absolute truth about the youth paradigm and it is very important for us to...