Brief Explanation

One of the first Scotch whiskies to be introduced in India, VAT 69 was widely portrayed as the preferred drink of Bollywood villains and heroes alike through the '70s and '80s. 30 years on though, VAT 69 is referred to as "my dad's brand". So to make the brand contemporary, we went back to both; the brands roots (it was the 69th vat of a 100 that was chosen as the best blend) and the cultural context the brand occupied. We created a confident, somewhat abrasive, but charming sense of male identity that harked back to a time of vintage Bollywood, when a villain had all the answers and the hero was larger than life. Our character balked at the problems that perplex today's man and countered them with a point of view which was strong, hard, a little brash and certainly manly.