Categories Name : South Awards For Stage of Brand Building
Sub-Category : Brand Extension - Food & Beverages
Entry Name (Campaign) : OUT OF THE ECHO CHAMBER: INSPIRING PROGRESS IN A DIVIDED INDIA
Title: Johnnie Walker | Out Of The Echo Chamber: Inspiring Progress In A Divided India Audience: The primary audience consists of younger adults aged 25-35, particularly those inclined towards diversity, inclusivity, and sustainability. The secondary audience includes older generations, notably Indian Boomers, who may hold differing views on LGBTQ+ issues and societal progress. Communication/Marketing Goal: ‘Walkers & Co.' seeks to foster unity across generations by promoting diversity and inclusion. Through collaborations with diverse artists and partnerships with musicians like Raja Kumari and John Legend, they produce content such as 'Keep Walking' and 'Walkers & Co. Tour,' aiming to bridge societal divides beyond social media. Innovative Solution: Utilizing a multi-generational targeting strategy, the campaign addresses the cultural gap in India where younger generations prioritize diversity while older generations hold differing views. 'Walkers & Co.' serves as a content platform leveraging music, film, concerts, and art to normalize diversity and progress, fostering alignment between generations and advancing the "Keep Walking" ethos. Engaging Creativity and Amplification: The campaign employs a multi-faceted approach, uniting music, film, concerts, and art to champion inclusivity. Highlights include the "Keep Walking Anthem" by John Legend and Raja Kumari, a Bollywood-style film showcasing transgender individuals, LGBTQ+ inclusive concerts, and collaborations. The "Walkers & Co." campaign positioned Johnnie Walker as progressive, earning acclaim as the 'Most Welcoming' and 'Most Progressive'. Attention gained with 45+ news features, the "Keep Walking Anthem" reaching 85 million views, and a digital reach of 136 million. Collaborations with 262 micro-influencers added 1.1 million impressions.