Signature: My Mark, My Signature

Maithili Nair

This case study shows how Signature, a whisky brand, tapped into millennials' aspirations in order to increase brand equity in India.

Campaign details

Brand: SignatureBrand Owner: DiageoLead Agency: J. Walter ThompsonContributing Agency: Ogilvy OneCountry: Asia PacificIndustries: Spirits & liquorsMedia Channels: Content marketing, Email marketing, Events and experiential, Integrated, Online display, Online video, Print - general, Radio, Social media, Television, Websites and microsites, Word of mouth, advocacyBudget: 10 - 20 million

Executive Summary

Indian regulatory environment

India is a media dark market when it comes to promoting alcoholic beverages beyond the place of consumption. At USL, we respect this mandate and strictly believe that consuming alcohol is a...

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