Campaign details
Brand: DIAGEOLead agency: Mindshare IndiaRegion: APAC
Objectives
Diageo India wanted to increase spontaneous awareness within their target audience, the barrier however was outshouting the competition - Pernod. In a market which was dominated by Television, outshouting the competition was not possible without burning up a major chunk of the client's marketing budgets.
The media task was to therefore outshout competition in terms of target audience reached and in turn drive up the spontaneous awareness.
Target audience
Both Diageo and their competition wrestled for the mind space of the same audience - Male over...