Johnnie Walker, the brand from Diageo, has partnered with Taproot Dentsu, has launched the #WalkInWithJohnnie campaign in order to support bar continuity and help inspire consumers to responsibly return to their favourite bars.
Conceptualised and executed by Taproot Dentsu, the creative agency from dentsu India, the #WalkInWithJohnnie campaign is initiated through a digital film and will be further amplified via an on-trade activity. In line with the brand’s ethos of ‘Keep Walking’, the film showcases people walking into their favourite bars with empty glass bottles, leaving behind the memories of the months gone by and stride towards renewed and newer experiences.
The second leg of the campaign will showcase glass installations, created using empty glass bottles deposited by the consumers at these bars. Recognised glass artists such as Tyrell Valladares, Romicon Revola, Reshmi Dey and others, will mold these empty bottles into art installations across select bars, designed to inspire all and forge them ahead during tough times.
Pallavi Chakravarti, executive creative director, Taproot Dentsu, said, “With things gradually opening again, Johnnie Walker wanted to play its part in bringing bar culture back to life, responsibly. The launch of #WalkInWithJohnnie is a call to action that is completely in step with the philosophy of the brand. No pause is permanent, no interruption is final. The digital campaign culminates in an on-ground activation that we hope will resonate with people and make each patron’s return to their favourite bar an unforgettable one.”
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Abhishek Shahabadi, vice president and portfolio head, premium and luxury brands, Diageo India, “Johnnie Walker has been at the heart of bar culture in India and we wanted to play a role in helping bring the vibrancy back to this channel as it opened up post the pandemic. We acknowledge the effort being put into making our beloved bars safe for consumers to get back to. Through this initiative, we aim to inspire consumers and make their experience at their favourite bars memorable.”
The digital film is currently running on Johnnie Walker India’s Instagram and Facebook channels.