Creative Execution

In India, we sure love our music – from Bollywood, to folk to classical there are countless forms of music that we follow and listen to with passion. And music evokes a deeply emotional response in India. So, to celebrate a relationship as deep and profound as ‘brotherhood’ or true friendships, what better medium than music? We created an ode to brotherhood and sang about it. Accompanying the song was a heart warming story about three friends who have journeyed through life’s ups and downs together. This was created as digital content accompanying the video of a story.

The “No.1 Yaari” campaign helped McDowell’s No.1 surpass the objectives that were set. And as we will see it worked well at both an overall level; as well as amongst the young affluent consumer – the core TG for the campaign. It generated: - Over 1 million Facebook views - Over 3.7 million Facebook plays - Over 9 million YouTube Views - Over 250,000 downloads The saw strong resonance across channels and was viewed and shared among millions of viewers and listeners. The “Yaari” song surpassed the objective of 2 million YouTube views and 200,000 downloads.

McDowell’s No.1 is one of the world’s largest and most successful brand trademarks and India’s most valued FMCG brand (at consumer value). Despite its popularity across all the alco-bev as well as other beverage categories it is present in, increased competitor activity and reduced brand investments has led to diffused imagery, especially amongst the younger consumer franchise. It became important and urgent for the brand to future proof itself. To do this, we developed a sharper cut of friendship based on in-depth research. We call this ‘brotherhood’ – a relationship that is deeper and stronger than just friendship. Insight: In an ever-changing and a predatory world, it is only amonst my band of brothers that I can be my real self. So we created an ode to brotherhood as audio, video and text content – creating a truly digital and integrated brand experience.