Bacardi and Diageo are hooking their flagship Scotch whisky brands to Diwali’s wagon in the Global Travel Retail channel this week.
The two brand owners have unveiled Diwali-themed activations for Dewar’s and Johnnie Walker, respectively. Both campaigns are running in GTR outlets in India, Dubai, Singapore and Thailand.
As well as themed packaging, which both brands are utilising, Dewar’s is employing digital screens in its ‘Diwali deserves Dewar’s’ activity. Bacardi’s push is also running in Abu Dhabi, Bahrain, Doha, Kuala Lumpur, London’s Heathrow and Gatwick airports and Muscat.
Consumers who buy a bottle of Johnnie Walker Gold, meanwhile, will receive a free gift bag, with visitors to Delhi and Mumbai airports being invited to “take their own Diwali-themed photograph” at the brand’s pop-up store.
The five days of Diwali, which is observed today [Monday 24 October], commenced on Saturday and run to Wednesday.
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