VAT 69: No we can't

Sanjay Sharma and Arjun Paul

This case study explains how VAT 69, the whiskey brand, reached out to older Indian men with families during the busy festive season.

VAT 69: No we can't

Sanjay Sharma and Arjun Paul

Campaign details

Brand owner: Diageo IndiaLead agency: BBH IndiaBrand: VAT 69Country: IndiaIndustry Spirits, liqueursChannels used: Earned media, buzz, Games and competitions , Online video , Social mediaMedia budget: Up to 500k

Executive summary

This case study describes how Vat 69 Scotch appealed to Indian men with an anti-festive message.

In India, Scotch communication revolved around two themes, namely aspiration and provenance. While advertising in the spirits industry in India was severely regulated there was intense competition via...

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