Fine Scotch, friendship and fiction with Dewar’s

“I prefer to drink scotch & wash my hair with beer" - Kannan(From Brochara)

Dewar’s partnered with Dice Media, India’s foremost web-series channel, to build a show that was rooted  in friendship. The show revolves around a usual hangout spot, the bar, where the protagonists discuss life, work and relationships over Dewar’s Scotch.

The show seamlessly and organically integrates the product and its core message – Double Aged for Extra Smoothness – and contextualises it with relevant instances. The high retention for our web-series, helped us consistently build the key message, resulting in a higher message recall.

This was proved in a poll conducted by Dice on its Instagram, where 85% of the respondents recalled “Double-aged” as our key proposition. Furthermore, the show’s marketing in OOH spaces across Mumbai, Delhi & NCR helped us garner maximum visibility in a dark market like India.