The Brief

McDowells No.1 is India's second largest whiskey brand, and among the oldest. While the dads swear by it, the next generation has far too many options to choose from. To make things worse, advertising alcohol is prohibited in India. McDowell's No.1's long-running campaign “The sprit of friendship” (translated) celebrates the things friends do for each other. Our challenge was to make it relevant and more engaging for this particular audience, while keeping the restrictions in mind. So we ditched TV, and reached them at a time when they could really, really use a drink – while getting bored in office.

Creative Execution

Everyone likes to take a break at work every now and then - with youtube videos, online games, Facebook, blogs, and so on. But what do you do when your boss walks past your computer and catches you in the act? You may not see your boss coming, but your friends just might. Instead of running another commercial about camaraderie and the "spirit of friendship", we decided to let them experience it first-hand. Boss Patrol encouraged friends to look out for each other, every day.

Describe the creative solution to the brief/objective.

BossPatrol is a downloadable app lets you save your friends from trouble. It lets you choose a secret phrase (Like "Damn", "What's the time?", etc.) and then add your colleagues to the group. If you spot your boss approaching, while your colleagues are wasting time on the internet, all you have to do is speak out the secret phrase. BossPatrol picks it up through the microphone, connects with your friends' computers and instantly opens up safe windows on all their computers (presentations, spreadsheets, etc.), just in time. And your boss will never get to know what they were up to.

Results

It has only been 5 days since the campaign broke. And already, it has become one of the most talked-about campaigns in the region – with features in over 65 major websites and publications, 11 pages of google search results, and 14,000+ views for one of the promo videos. On Twitter alone, it has already generated 1.5 million impressions, reaching over 830,000 twitter accounts. All this, with $0 spent on promotions. Further details will be updated shortly.