The Marketing Objective
Increase Brand Resonance as well as drive sales while overcoming two problems:
- Regulatory Problems: In India, Advertising Avenues for Alcohol Brands are non-existent. Forcing them to take the route of surrogate advertising which never succeeds in bringing the Brand Proposition alive.
- Cluttered Market: Several brands targeting the same target audience who treat alcohol as a commodity and hence the ask while purchasing is quantity instead of the brand name.
The Target Audience
Men above 22 belonging to the NCCS A, B and C economic groups.
Most of these people live away from their homes & families. This displaced population today treat their friends as their family. Intimate moments; happy or sad, are now ONLY shared among close friends and not with family.