Hello!

Drinking
in India
It’s a wonderful cocktail
of many things
Patiala peg!
(3rd largest liquor market
in the world)

Double magnum
(Market size of $38 billion
per annum)

Disciplined
drinkers
(30% consumers are
regular drinkers)

Business is never
on the rocks
(30% consumers are regular drinkers)
 And yet,� we are a

closet country
Shhhh!!!
(Drinking is a taboo)

No mixing
�(Social drinking is a
strict no-no)

Ignorance is bliss�
(Parents would rather deny reality than
accept that they, or their kids drink)

On the go
�(Consumption happens
publically, but not at
homes – Cars, trains,
buses, weddings, etc.)
 BIG
MARKET,
BUT NO MARKETING!
Allude?
(Mass media advertising is
restricted to surrogacy)

Responsibility
helps?
(Statutory warnings are
mandatory in movies)

Blurred
vision�?
(Most TV programming
requires broadcasters to
blur alcohol bottles)
But
alcohol
brands in
India are
spunky
and
spirited!
Case
Study
So how
does �the bottle
yet talk?
surrogacy
(Advertise Music CDs,
Mineral Water, Soda)

Lifestyle
activations
(Sponsor Music Festivals,
Parties, TV shows)

Digital
no dystopia
(No holds barred advertising –
no rules, no regulations)
DIAGEO’S
Vision
Change the
culture of drinking
Promote
responsible drinking
Get people
to drink lesser,
but better
But how?
Step 1:�
Normalise
drinking
The right way
(Encourage responsible
drinking habits like – No more
�No drinking and driving |
Designated drivers concept |
villain!�
Avoid mixing alcohol etc.) (Remove misconceptions
surrounding alcohol. �E.g. -

Unbottle It incites violence | It’s a bad

habit | Non drinkers are more
conversations moral than drinkers)
(Seed and grow organic
conversations amongst people)
The right mix
�Be authentic
& unadulterated
 Indian netizens are global citizens
More informed, more exposed than ever
A boy in Haryana knows what they do in Hawaii
You can’t cheat or bluff; they’re seeing the
world from the comfort of their couch
Authenticity gives you human interest stories,
not just PR

That’s why, be honest and authentic.

Dramatize, but say the truth.

AUTHENTICITY
�Ads aren’t
remembered.
Emotions are.
 Internet – a synonym of clutter
Humans – attention span of a housefly
Every product wants a piece of the screen
Too many ads
Ads are fake. Emotions are real
They appeal to our human side
They get shared

That’s why, high on emotion and low

on promotion.

EMOTION
�Leaders are
responsible.
Be responsible.
 Alcohol is generally looked down upon in India
Too many real life examples of irresponsibility
around alcohol
A good way to gain respect from ‘non-TG’
A good way to make TG feel less guilty
Responsibility not just restricted to responsible
drinking but to the people, community and the
ecosystem

That’s why, be responsible. And make sure our

TG is too.

RESPONSIBILITY
�Good people don’t
just care about
themselves but
about the
environment too.��
 There’s rise of nationalism in the country
Movements like Make-In-India etc. are promoting
homegrown brands
Quality and responsibility are the two cornerstones
for any international brand to survive in these times
Wanting to do good for the society also has a
positive rub-off on the brand with the Government
authorities and politicians
Environment is one of the biggest concerns in the
post modern era
Big brands are expected to be environment-friendly
One of the most effective ways to garner brand love
That’s why, economic and environmental
sustainability should be part of our DNA.

SUSTAINABILITY
Many>>>>one. �
Build a cult.
 Brands allow the coming together
of people with similar tastes
A cult is a powerful opinion-maker
Cults are niche, yet aspirational
for masses
On the internet, word-of-mouth
spreads like wildfire
Cults inspire pride in its members
Once built, we’ve got lifelong, free
promoters and advertisers of
our product
That’s why, bring them together.

COMMUNITY
Be current.
And fluid.
 Picking on the current trends keeps us
relevant, all the time
Leaders are expected to take stances
on what’s happening
People connect to people, who are saying
the same things as them
On the internet, even more so If progressive,
even better
Builds brand character and image
Makes us talk to different sets of
audiences, differently

That’s why, trends. They’re opportunities

served right on your plate.

AGILITY
 Creating
work that
works!
 Every viewer is also a media channel
In fact, the most trusted media channel anyone
could hear from
Earned media starts organic conversations,
drives user engagement and increases the
efficiency of spend
Hence, we believe in OEP- Owned media that
goes on to generate earned while being
supported by paid.
Owned -> Earned
Paid

OEP MODEL
Let your audience
own your content.
Like it’s theirs.
 Hit a nerve. Evoke an emotion.
Elicit a reaction
Get audience involved. Get them to own it
You create it once, they take it forward
The audience gets to interact with the
brand more
No matter what the product, the engagement
is high-involvement
That’s why, relatable and shareworthy
content. It travels on its own.

CONTENT
 Your Brand +
Relevant People =
The best
cocktail ever
 Relevant people allow you to say a lot
more with a lot less
Philosophy is best exemplified through
the right personality
Adds credibility to your communication
That’s why, make ads that are not ads.

PEOPLE
Every Batman
needs
a Robin.
 Some problems can’t be solved by existing
products, but can be by brands
Solving those problems makes your
brand a hero
Builds an image of expertise while
staying humane
Brands come across as new age
and innovative
That’s why, create products and services that
help sell products and services.

PRODUCT INNOVATION
Universal truths
are like black.
They never go out
of fashion.
 Not all virals are accidents
Pick up truths instead of trends
Truth well told is always well-received
Universal truth and human insights
translate into effective creatives
That’s why, create a truth-based
conversation. Because from
conversations, can come many
campaigns.

EFFECTIVITY
 +

Authenticity Product innovation

Emotion Effectivity
Responsibility People
Sustainability Unique model
Community Content
Agility
Questions
Phew!