Johnnie Walker Whisky is launching an out-of-home (OOH) campaign featuring the work of India’s influential travel photographers. Accompanied by a digital series, “#TheTravellingBillboard” will travel to the uncharted corners of India. Photographers will capture the billboard’s final destination, with one of them becoming the lead creative for OOH ads placed in outdoor sites throughout the country.
The campaign is a celebratory personification of the brand’s logo, the striding man, aimed at encouraging fans to get out and explore the world. Destinations highlighted via the billboards include India’s abandoned Kuldhara village and the underwater terrain of Andamas.
Johnnie Walker is amplifying the campaign with the help of 150 social media influencers who will capture their own journeys through a mini version of a billboard of their own. An Instagram filter exclusive to users in India is available to engage people and encourage user-generated content (UGC) that captures the beauty of Indian destinations.
A campaign targeting India’s consumers is a strategic move on Johnnie Walker’s part as the drink is particularly popular within India. Whisky, in general, is favored by India as a study from Bank of America Merril Lynch found that in 2014, Indians consumed 1.5 billion liters of whisky while the US only managed to drink 462 million liters.
Johnnie Walker received another lift in India after launching a cocktail called Johnnie Ginger in 2017. Sales of the brand have increased more than twofold in outlets where Johnnie Walker introduced the cocktail.
In 2018, Johnnie Walker launched a multi-million dollar campaign called “Keep Walking” to honor India’s successful Mars mission. The campaign included a 20-minute short film and was activated over multiple channels including television, digital, OOH, malls and airports.