McDowell’s No.1 Platinum Gourmet Snacks from Diageo India, the latest offering from the house of McDowell’s No.1, has launched a campaign ‘Jashn Yaari Ka’.
The campaign is an ode to yaars who celebrate another yaar’s successes and moments of joy. McDowell’s No.1 has always been synonymous with capturing stories of ‘yaari’ through its engaging and captivating narratives focused on building deep friendships among masses in India.
The brand has signed up Vicky Kaushal as the face of the campaign. Vicky features in the brand new TVC that captures moments from his life before he became an actor. From memories of tearing up his first engineering job offer to pursue acting to signing his first autograph at Cannes, the TVC beautifully recreates how his yaars always stood by him and surprised him at moments he did not expect them to. A first for the brand, dabbling in savoury foods, McDowell’s No.1 Platinum Gourmet snacks will include a range delicious Baked Ragi Chips, Flavoured Almonds and more, making it the perfect partner for a celebration with yaars.
Amarpreet Anand, Executive Vice-President and Portfolio Head, Marketing, Diageo India, said, "In today's world where we often resort to technology to acknowledge an important moment in our yaar's life and there are very few who go out of their way to be present in a celebration. Through our campaign for the brand, we would like to encourage people to celebrate moments with their yaars and McDowell's No. 1 Platinum Gourmet Snacks."
The Womb’s spokesperson said, “McDowell’s No.1 Platinum Gourmet Snacks’ needed to be given a modern twist for its launch and sustained ethnographic de-coding of friendships revealed an interesting truth. The urban migrants today need deep yaaris more than ever but are ironically not investing in them. And what you give comes back to you. So, the campaign aims to inspire urban migrants to show large-heartedness when it comes to friendships. And what better time to do that than at a yaar’s moment of joy. The icing on the cake was our discovery of an authentic moment from Vicky’s life, which we converted into a brand story.”
Client: McDowell’s No.1 Platinum Gourmet Snacks from Diageo India
Agency: The Womb
Founding Partner, The Womb: Kawal Shoor
Founding Partner, The Womb: Navin Talreja
Creative Partner, The Womb: Suyash Khabya
Business Partner, The Womb: Dhaval Jadwani
Planning Partner, The Womb: Rohit Sharma
Business Partner, The Womb: Richa Shah
Production House: Nirvana Films
Director: Prakash Varma
Producer: Sneha Iype and Manjeet Bawa