Friendship Day - McDowell's No1

With its feet firmly planted in yaari, Friendship Day is an important occasion for McDowell's No1,

the world's most consumed whiskey by volume, and the pride of the Diageo stable. 

Ayushmann Khurrana, now a leading Bollywood actor, didn't have the best of beginnings in the public eye. At a reality show audition years ago, he was ripped apart by a judge, Raghu Ram, on national television. Over the course of time, the two became yaars (close friends). On Friendship Day, Ayushmann left no stone unturned in accepting it was Raghu's honesty, then and since, that led to his success.

Hum acche kyunki yaar sacche. We are good because our friends are truthful.
 

Produced on a budget of under $7000, this film was a runaway hit. It garnered  close to 6.5 million views on Facebook and YouTube, ably supported by an integrated social, mobile and digital campaign. 

A brand that has music at its core gave me the opportunity to conceptualise and work on numerous music videos, with leading Indian artists, an effective tool to engage with its core audience.