How Brand Diageo Is Leveraging Cannes Film Festival
Brands of Diageo India, Godawan and Walkers & Co takes India to a new rise in the global scenario. The brands are seen partnering the Indian pavilion in its 76th year of Cannes Film Festival. In this association, Diageo India will be seen presenting new codes of Indian luxury and artistry on a global scale. Staying committed to their vision, ‘celebrating life, every day, everywhere’, Diageo India’s brand, Godawan made its debut last year and will be seen this year as well. Godawan will be presenting its artisanal single malt showcasing Indian craft and artistry whereas Walkers & Co is a platform that celebrates collective progress makes its debut at the 76th Cannes Film Festival.
In an exclusive conversation with BW Businessworld, Shweta Jain, Chief Business Development Officer - Premium Luxury Reserve & Craft India & South Asia of Diageo India reveals the Indian faces set to debut at Cannes Film Festival 2023 representing Godawan and Walkers Co. Names such as Former Miss World, Manushi Chhillar, Chef Prateek Sadhu and musician Mahesh Raghvan will be promoting progressive creators with real life stories for Diageo India.
Expressing their upcoming plans, Jain mentioned upon Diageo India’s keen interest towards supporting and collaborating with emerging talents of the music industry. “The real life authentic stories with the people in the creative space connects with the audience along with conscious consumption and mindful luxury”, states Jain in regard to collaborating with multiple upcoming emerging talents.
Talking about their presence on social media, Jain focused upon the voice of the creators community from world renowned artists to local communities to express their stories with Walkers & Co as a key element to express themselves. She further mentioned the #KeepWalking and #CardsForSharing campaign running on social media platforms celebrating the real authentic community conversations with both global and Indian creators on Walkers & Co.
“Whenever there is a big cultural truth, most of our campaigns, be it community or experiential, it actually reflects what is going on around us, in terms of culture or consumer expression codes with Diageo India”, states Jain.
On the marketing front, Jain tells us about the conscious content creation being a big part of their marketing strategy. An integral factor of the content creation will be collaborating with the music industry as well as F&B industry, celebrating provenance of India with either Godawan, Singleton or Walkers & Co. Another big theme the alcobev brand have their eyes on is to make it experiential as the consumers today want the touch and feel as much as they want the virtual world. There will also be multiple collaborations seen in the coming times like Cannes Film Festival, music festivals or a table for everyone.
On the concluding note Jain addressed that Diageo India is soon to add various liquids to its bag which will be launched later in the year.
