McDowell's No.1 Yaari with Rana

McDowell's No.1, an Indian brand of spirits, increased awareness and consumption in India by launching a celebrity chat show that inspired audiences to celebrate friendship.

The Marketing Objective

Increase Brand Resonance as well as drive sales while overcoming two problems:

  1. 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.
  2. 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 &...

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