Dewar's Scotch whisky lit up the Diwali festival period in November with a high-profile campaign spanning 12 airports in eight countries across Asia and the Middle East.
The gifting campaign centred on a Diwali-themed gift tin for Dewar’s 18yo blended Scotch whisky.
The two-month promotion during October and November targeted the significant surge in traffic driven by Diwali, the Hindu festival of light. With support from nine leading travel retail partners, the campaign celebrated Diwali at a dozen airports across India and South East Asia.
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| Dewar's celebrates the festival of light at 12 airports |
The in-store and online campaign was built on the theme of Celebrate With the Most Celebrated, reflecting the position of Dewar’s as the world’s most-awarded whisky and its powerful reputation in the Indian market.
Echoing the design of the Dewar’s 18yo limited-edition presentation box, the in-store promotion adopted the use of copper tones and the beautiful intricacy of traditional Jaali and Rangoli patterns and motifs. The displays incorporated concealed light fittings to signal Diwali greetings, including glow boxes atop the gondola displays, back-illuminated displays and product presentation box shells fitted with LED lights.
Using the symbolism of India’s national bird, the in-store centrepiece was a peacock display where shoppers were provided with frames and selfie sticks and invited to share their photos online using the campaign’s hashtag #CELEBRATEDIWALIWITHDEWARS. Shoppers could also light an LED diya to place on the display, signifying the small oil lamp traditionally lit to mark the festival period, and make a wish.
The promotion’s key gwp was a set of four copper-toned metallic coasters, stored in the 18yo presentation tin. The circular coasters were created in an intriguing wire design that transformed into tealight candleholders, further reflecting the traditional lighting of the diya.
Vinay Golikeri, Senior Commercial Director, Bacardi Global Travel Retail, said: “The scale and quality of this Dewar’s campaign provides an engaging shopper experience and a powerful expression of partnership between Bacardi and our retail partners. We are delighted to have the support of ARI, Delhi Duty Free, DFS, Dubai Duty Free, Dufry, Eraman, Flemingo, King Power International Group and Qatar Duty Free.”
The 12 airport locations and retail partners hosting the activation were: Changi (DFS), Kuala Lumpur (Eraman), Bangkok (King Power), Delhi (Delhi Duty Free), Mumbai (Flemingo), Bangalore (Dufry), Chennai (Flemingo), Kolkata (Flemingo), Dubai (Dubai Duty Free), Muscat (ARI), Qatar (Qatar Duty Free), and Bahrain (ARI).
