INDIA. Patrón tequila has joined forces with Indian rapper, singer and songwriter Karan Aujla in a high-profile global partnership.
As part of the collaboration, ultra-premium expression Patrón El Alto is being introduced to India’s travel retail and domestic markets.
The campaign is being amplified through immersive activations with Delhi Duty Free at Indira Gandhi International Airport in Delhi, and Ospree Duty Free at Chhatrapati Shivaji Maharaj International Airport, Mumbai.
Aujla stands out as a strong brand partner, rising rapidly in the music industry with record-breaking numbers and global reach, Bacardi-owned Patrón observed. His music breaks traditional boundaries by blending Punjabi elements with Western influences of R&B, pop and hip-hop.
The partnership will see its grand launch during a live performance by Aujla and an immersive, drone-led product reveal in Mumbai on 6 June.
The Patrón El Alto launch is being featured at the Mumbai and Delhi gateways throughout May and June, a high-profile introduction that coincides with surging outbound travel. With over 40,000 new passports issued daily and more flight options to key destinations including Thailand, Vietnam and Dubai, India’s outbound travel continues to surge, Patrón noted.
Rising passenger traffic also reflects the momentum of India’s travel retail sector, which is among the fastest-growing globally. The market is expected to nearly double from US$0.75 billion in 2024–2025 to US$1.5 billion by 2029–2030, according to a recent YCP Auctus study.
To bring the collaboration to life, the brand filmed on location at Hacienda Patrón in Mexico where Aujla explored the brand’s heritage. The content highlights Patrón’s craftsmanship through signature visuals, from agave fields to barrel rooms.
Over the next 12 months, the campaign will be activated across digital, social and PR channels to drive awareness for Patrón El Alto, resonate with younger audiences, and inspire moments of celebration, self-expression and elevated experiences – all while promoting responsible drinking.
Aujla will also spotlight Patrón El Alto in his creative work, from music videos to tour appearances, building lifestyle-driven and aspirational connections with his audience.
Bacardi Global Travel Retail Marketing Director Darragh Ryan said: “We are incredibly excited to launch this collaboration in GTR. The fusion of culture and international travel is a key highlight of any great journey, where we step out of our everyday lives into the spirit of adventure and discovery.
“There is a huge opportunity for travel retail to join in that celebration and Bacardi is on a mission to create unique moments for travellers. Karan Aujla is an icon for many Indian consumers; someone they admire for his pursuit of excellence in breaking barriers to become a global icon. His collaboration with Patròn El Alto has a natural and authentic cultural relevance in the pursuit of greater heights.”
Karan Aujla added: “Success isn’t instant– it’s built over years of dedication, perseverance and passion. That’s why Patròn speaks to me. It’s about staying true to your craft as you play by your own rules. I’m proud to collaborate with a brand that embodies this pursuit of excellence and is part of truly unforgettable moments.” ✈
