Bacardi Global Travel Retail is celebrating the Diwali Festival of Lights (31 October to 1 November) across 25 major airports in the Americas, Middle East, Africa and Europe with a vibrant multi-region ‘Diwali Deserves Dewar’s’ campaign.
Running through October and November, the dynamic campaign highlights the significance of Diwali as a prime gifting occasion, especially among the Indian diaspora around the world.
As part of the celebrations, Bacardi Global Travel Retail has joined hands with The Moodie Davitt Report for a striking makeover of our desktop homepage along with an elegantly curated treatment of our mobile website.
This year’s campaign introduces an innovative fusion of traditional and modern elements, blending the intricate Indian art of Rangoli — a central feature of Diwali festivities — with an augmented digital experience. The experience pays homage to the Festival of Lights, reflecting Diwali’s spirit of sharing messages of goodwill with friends and family.
Underscoring the popularity of Scotch whisky as a prestigious Diwali gift, the campaign spotlights three travel retail-exclusive, limited-edition Dewar’s expression: the 15 Year Old, 18 Year Old and 16 Year Old. The 16 Year Old is new to the Diwali promotional theme.
The limited-edition expressions have been introduced in India, the Middle East, the UK, Europe and Asia Pacific travel retail. Now in its third year, the Dewar’s Diwali collectible series and its annual limited-edition designs have become anticipated collectibles among Dewar’s customers, the company said.
The Dewar’s gift sleeve is adorned with intricate Rangoli-inspired designs in vibrant, festive colours. Enhancing the gift-giving experience, the sleeves feature an on-pack Diwali augmented-reality experience.
Customers can scan a QR code on the sleeve, allowing them to record a personal message and upload an image to create a customised gift. An activation code on the pack enables the recipient to access the message, delivering a one-of-a-kind gifting experience.
The ‘Diwali Deserves Dewar’s’ campaign is reinforced by digital advertising across airports and engaging in-store displays that reflect 2024’s design theme. Key locations in India, Singapore and Europe also feature interactive in-store activations, amplifying the campaign’s reach and impact.
Bacardi Global Travel Retail Managing Director Leila Stansfield commented: “Diwali is a hugely significant time of the year for many of our whisky consumers to share with family and friends and these limited-edition Dewar’s Diwali gifting packs have been a popular choice for the past three years.
“Particularly in emerging markets, and most strongly in India, we see increasingly adventurous and open-minded whisky consumers who are deeply engaged by the Dewar’s story of the meticulous craft involved in significant age statements, persuaded by the brand’s unmatched awards, and excited by the exclusivity of discovering these unique, interactive and personalised gifting options in travel retail.
“As part of our holistic programme of activity, the Diwali Deserves Dewar’s campaign maximises brand visibility with strategic digital airport advertising and in-store activations at 25 key airports across the world,” Stansfield added.
“Each year, we are creating bigger, bolder and more innovative engagement to win the huge opportunity that Diwali offers for Dewar’s as the most awarded blended Scotch whisky in the world. Wherever our consumers celebrate Diwali, Dewar’s will be there to share the occasion in style.” ✈
