Campaign details
Brand: McDowell’s No.1 Brand owner: Diageo Entrant company: DDB MudraIdea creation: DDB Mudra Group Bangalore Market: India Sector: Spirits & liquors Media channels: Mobile & apps, Social mediaBudget: Up to 500k
Executive summary
Built on the culture of friendship, India’s largest selling whisky, McDowell’s No.1 (MN1), was unfriended by the new generation drinkers because they perceived it as low-priced, fuddy-duddy whisky suited for the older generation.
To drive aspiration, research guided us to reimagine friendship codes and appropriate music...