Royal Challenge: Live Bold restaging

Padmapriya Muralidharan and Amit Kekre

This case study demonstrates how Royal Challenge, the whisky brand, realigned its brand message with a changing India to grow awareness and consumption.

Royal Challenge: Live Bold restaging

Padmapriya Muralidharan and Amit Kekre

Campaign details

Brand Owner: USL DiageoLead agency: DDB MudraContributing agency: Bloom and FlamingoBrand: Royal ChallengeCountry: IndiaIndustry: Drink industry, market; Spirits, liqueursMedia: Integrated; Packaging and design; Point-of-purchase, in-store; Product placement; Product samplingBudget: 3 - 5 million

Market background and cultural context

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Royal Challenge whisky was launched in India in the year 1983.The Royal Challenge brand trademark was one with strong equity among Indian consumers. It was a symbol of masculinity and success at...

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