McDowell's No.1: KK Forever

Ketan Rambhia, Aakash Devrani, Menaka Menon

In an ironic twist, India's best-selling whisky brand, McDowell's No 1 (MN1), breathed new life into an old song to boost its appeal with a younger audience.

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...

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