VAT 69 Digital VAT 69 DEN by BBH Mumbai, OgilvyOne Mumbai

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VAT 69 DEN

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Industry Whiskey
Media Digital, Interactive & Mobile
Market India
Agency BBH Mumbai
Executive Creative Director Russell Barrett
Art Director Kunal Sawant, Ganesh B. Nayak
Copywriter Nrusingha Choudhury, Malhaar Rao, Ashish Pathak
Account Supervisor Rajeev Roy, Monideepa Nandi
Agency OgilvyOne Mumbai
Released November 2012

Credits & Description

Advertiser: DIAGEO INDIA
Agency: OGILVY ONE WORLDWIDE, BBH COMMUNICATIONS INDIA
Category: Best Digitally Led Integrated Campaign
Art Director: Ashish Pathak (BBH India)
Copywriter: Ashish Pathak (BBH India)
Account Supervisor: Monideepa Nandi (BBH India)
Copywriter: Russell Barrett (BBH India)
Executive Creative Director: Russell Barrett (BBH India)
Account Planner: Sanjay Sharma (BBH India)
Managing Partner/Account Management: Subhash Kamath (BBH India)
Art Director: Ganesh B. Nayak (BBH India)
Art Director: Kunal Sawant (BBH India)
Marketing Manager: Malay Dikshit (Diageo India )
Copywriter: Nrusingha Choudhury (BBH India)
Account Supervisor: Rajeev Roy (BBH India)
Agency Producer: Sushma Joseph (BBH India)
Account Manager: Arvind Krishnan (BBH India)
Senior Brand Manager: Ashish Asati (Diageo India )
Copywriter: Malhaar Rao (BBH India)
Managing Partner/Planning: Partha Sinha (BBH India)
Managing Partner/Creative: Russell Barrett (BBH India)

Brief Explanation
VAT 69 is one of India's oldest and most iconic whiskey brands. When it comes to alcohol advertising, the trend in India is to create surrogates, as any direct reference to alcohol is banned. To propagate VAT 69's new younger image, we went against the grain and created a gaming site that encouraged visitors to "do the man thing". And to popularise the site, we created a series of quirky viral films featuring an all-knowing, all-seeing VAT Man. The site was supported by films for cinema, web press ads and posters in bars and pubs.