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McDowell’s No.1 celebrates the honesty of true ‘Yaars’

Conceptualised by the DDB Mudra Group and Experience Commerce, with this campaign, the brand wanted to celebrate the virtue of honesty that is characteristic of every true ‘Yaar’

Keeping in tune with its philosophy of fostering and strengthening friendships, McDowell’s No.1 has launched a digital campaign for Friendship Day, urging everyone to thank their ‘Yaars’ for always telling the truth and clearly differentiating between friends and ‘Yaars.’

Hinging on the core idea, ‘Hum acche kyuki Yaar sachche’, McDowell’s No.1 is bringing together real-life friends Ayushmann Khurrana and Raghu Ram in a heart-warming video in which Khurrana thanks Ram for always being brutally honest and how that has helped him recognise his potential over the years.

Amarpreet Singh, Executive Vice-President and Portfolio Head, Marketing, Diageo India, said, “In a world full of easy validation, it is only true friendship that can provide perspective. McDowell’s No.1 stands for such bonds and through this campaign, the brand encourages everyone to celebrate their ‘Yaari’ on Friendship Day by sharing how much they mean to each other just like Ayushman and Raghu.”

Sujay Ghosh, Executive Vice-President and Business Partner, DDB Mudra South, said, “McDowell’s No.1 has always been the catalyst for celebrating bonds of brotherhood. Hence, the significance of being an integral part of Friendship day. With this campaign, the brand wanted to celebrate the virtue of honesty that is characteristic of every true ‘Yaar’. In our conversations, we realised how every time our ‘Yaars’ have held the mirror to us, their brutal honesty has helped us grow into better human beings. In better words, Hum achhe kyunki Yaar sachche. With a film featuring Ayushmann Khurana and a surprise cameo of Raghu Ram, along with retail and activation encouraging ‘Yaars’ to be honest with each other, the campaign sparks a fresh conversation on the role of ‘Yaars’ and ‘Yaari’ in our lives.”

The brand also urges ‘Yaars’ across India to take to social media, paying tribute to meaningful relationships, strong enough to bare the weight of truths, this Friendship Day. In an effort to make this simpler than ever the brand, along with their creative partners DDB Mudra Group and Experience Commerce, have created shareable, digital assets which include fun quotes such as “Agar PJs marna crime hota, to tu pakka jail main hota”, which define a typical ‘Yaar’. Consumers can tag and share with their friends on such one liners here.

Taking it a step further, consumers nationwide can also join in through the brand’s ‘Yaar ko Sach Batao, Inaam Pao’ contest, taking place across retail outlets and brand social media pages. The contest, which features in-store pop-up photo booths, will award one lucky group of “Yaars” with a paid trip to Dubai while other lucky contestants will win prizes over a period of two months. (T&C apply)

Credits:

Agency: DDB Mudra Group

Creative Team: Vishnu Srivatsav, George Sebastian, Hemangi Chatterjee, Vasanth Poodipeddi, Smiju Kunnummal, Tejali Shete, Pranay Roy

Account Management Team: Ranji Cherian, Sujay Ghosh, Shikha Davessar, Janett John, Sriya Banerjee

Account Planning Team: Vidya Venkateswaran, Savyasachi Hebbar

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