Bacardi Global Travel Retail is celebrating India’s Diwali festival (12 November) with a travel retail-exclusive Dewar’s Diwali collection and campaign. The collection is available at airport stores across India, the Middle East, the UK and Asia Pacific throughout November.
The supporting ‘Diwali Deserves Dewar’s’ campaign is presented through colourful activations and high-impact digital advertising at key airport locations. Furthermore, the limited-edition sleeves for the expressions incorporate a personalised gifting augmented reality (AR) experience.
As reported, the brand owner marked the festival of lights with a colourful makeover of The Moodie Davitt Report.
The channel-exclusive Dewar’s 12 Year Old, 15 Year Old and 18 Year Old are presented in premium gift packaging featuring a Rangoli pattern – symbolic designs created on the ground during Diwali.
To enhance the gifting experience at the pop-ups, Dewar’s is encouraging travellers to personalise their purchases by recording a personal message and uploading an image through an augmented reality experience. Travellers can scan the QR code using their mobile phones to unlock the AR experience.
Bacardi Global Travel Retail Regional Director IMEA Alexey Babin said: “Diwali is, without question, one of the most important celebratory moments on the global calendar. This year, we’ve raised the bar even higher in how we help our consumers maximise their enjoyment, by pioneering experiential innovation to position Dewar’s as the key whisky to enjoy during Diwali.
“With increased investment in bigger, bolder and more disruptive engagement campaigns at key locations such as Dubai, Delhi, Mumbai, Bangalore and further afield, wherever Indian consumers are travelling to celebrate Diwali, we are there with them.”
Bacardi Global Travel Retail Global Head of Marketing Ignacio Vazquez added: “At Bacardi, we love helping people celebrate significant personal moments and these new limited-edition Dewar’s Diwali sleeves do just that in a premium, imaginative and interactive way.
“Progressive and open-minded whisky consumers from emerging markets, especially in India, are strongly motivated by the craft involved in significant age statements, by awards and by travel retail exclusives.
“These are all strong components in this Diwali range, giving gift-buyers the confidence that, by choosing the world’s most-awarded blended Scotch whisky, their Dewar’s Diwali gift is sure to delight.” ✈
