INDIA. Bacardi Global Travel Retail is celebrating the debut of its ultra-premium tequila Patrón El Alto at Mumbai Chhatrapati Shivaji International Airport with Ospree Duty Free.
As reported, the launch is being supported by a high-profile airport campaign, featuring a global brand collaboration with Indian rapper, singer and songwriter Karan Aujla.
The campaign is further amplified through immersive activations with Delhi Duty Free at Indira Gandhi International Airport in Delhi.
As part of the immersive activation, Karan Aujla made an in-store appearance at Mumbai Airport on 7 June, signing bottles for fans and others for future availability.
Highlights also included a live performance from Aujla and a drone-led product reveal, amplified by an extensive Out of Home media campaign across the airport.
The Patrón El Alto in-store campaign is also running at Indira Gandhi International Airport in partnership with Delhi Duty Free, continuing through the end of June.
Bacardi Global Travel Retail Regional Director AMEA Sam Pickard said, “India is an absolute priority market for Patrón El Alto and we knew that the standard of retail excellence created by both Ospree and Delhi Duty Free would play a valuable, pivotal role in magnifying the domestic market launch through the luxury showcase of travel retail.
“Discerning consumers in India today are driven by unique experiences, especially those with a strong, modern cultural relevance that embody a sense of national pride and the celebration of success.
“With Karan’s iconic standing in the country, his personal appearance with Ospree at Mumbai Chhatrapati Shivaji International airport created a pinch-me, unforgettable highlight for travellers.
“Through launches like this, Bacardi is unlocking incremental sales growth for our travel retail customers with high-octane, head-turning moments that epitomise the luxury lifestyle synergies of our category-leading brands such as Patrón tequila.” ✈
