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Brief : The objective was to create awareness for a newbie in the cluttered budget whisky category. Showing alcohol in advertising is not allowed in India, so we found an innovative solution. We created “The Little Book of Third Drink Philosophy.” We found that three drinks is the tipping point at which people get into drunk philosophical discussions, or decide they have something profound to say. The book was a compilation of these philosophies by real whisky drinkers. Our poster campaign advertised this book by giving the ‘third drink’ twist to famous quotes. We thus generated attention for Master’s Imperial without breaking any rules! |
