First IPL and now ICC Cricket World Cup, Diageo is making the most of big-ticket events to touch base with consumers. The brand recently launched ‘Keep Walking’ campaign featuring global artistes such as Raja Kumari and John Legend along with Indian artistes.
We spoke to Shweta Jain, CBDO at Diageo India, about the campaign and the various initiatives the brand is taking in order to mark its presence among the consumers.
“Our core inspiration for the campaign is the spirit to keep walking. This spirit is the guiding force for our collaboration with the artistes. These are people who are not only empowering themselves but also impacting the communities they come from and the people they work with,” Jain said
“Johnnie Walker celebrates anybody who has done phenomenal for themselves and for the community. Keeping that in mind, and the current excitement around India becoming a creator economy, I think this generation needs an anthem and that is how we got Raja Kumari and John Legend together. The anthem has broken all records of digital engagement and VTR. That's why we thought to take it to a larger audience, that is why we chose IPL.”
“We started on the 31st of January when we showcased the message of ‘Keep Walking India’ with drones. We took it forward to the concerts of these artistes and created this anthem. We collaborated with Lollapalooza, and even in NMACC, the first concert was ours. We have been supporting artists as algorithms are against them, we see ourselves as the community percolator.”
As the brand is a sponsor to ICC World Cup 2023, Jain spoke about how the tournament is a cultural integration platform for the company. She said, “We play in various culture spaces, and different brands within our portfolio play into occasions. You will see cultural messaging from our brands in the World Cup. We are committed to partnering with these big cultural moments with a digital content approach.”
Talking about the festive season, she said, “We have plans to go omnichannel. In our strategy, you will never see a single channel. We are completely mapping where our consumers are, that is the core of our omnichannel plan. Wherever relevant messaging can happen, from traditional channels to new ones including DOOH and even Instagram reels, you’ll find us there.”
“From our social handles, you will continue to see the creator's story. We are working on a campaign that brings to life OOH as an immersive experience. We are looking at content not just from an influencer marketing perspective but as a meaningful way to reach consumers”, she said while sharing the new initiatives that the company is undertaking.
Jain further said that the brand is inclined towards making outdoor an immersive experience.
