Diageo’s premium scotch whiskey brand, Johnnie Walker, has launched the #WalkInWithJohnnie campaign. The campaign aims to support bar continuity and asks consumers to responsibly return to their favourite bars.
Conceptualised and executed by Taproot Dentsu, the #WalkInWithJohnnie campaign takes forward the brand’s ethos of ‘Keep Walking’, and showcases people walking into their favourite bars with empty glass bottles. Further, it calls on people to deposit their empty Johnnie Walker bottles at bars, which will be used to create art installations by artists such as Tyrell Valladares, Romicon Revola and Reshmi Dey.
Abhishek Shahabadi, VP and portfolio head, premium and luxury brands, Diageo India, said, "Johnnie Walker has been at the heart of bar culture in India and we wanted to play a role in helping bring the vibrancy back to this channel as it opened up post the pandemic. We acknowledge the effort being put into making our beloved bars safe for consumers to get back to. Through this initiative, we aim to inspire consumers and make their experience at their favourite bars memorable. The campaign is off to a great start and we look forward to more and more participation in the coming weeks.”
Pallavi Chakravarti, ECD, Taproot Dentsu, said, “There are many things that came to a grating halt this year. Among them was the ability to connect with friends and like-minded individuals over a drink at one’s favourite bar. With things gradually opening again, Johnnie Walker wanted to play its part in bringing bar culture back to life, responsibly. The launch of #WalkInWithJohnnie is a call to action that is completely in step with the philosophy of the brand. No pause is permanent, no interruption is final. There are new memories to be made, new experiences to be enjoyed and a new tomorrow to be explored. The digital campaign culminates in an on-ground activation that we hope will resonate with people and make each patron’s return to their favourite bar an unforgettable one.”
Agency: Taproot Dentsu
Co-founder, Taproot Dentsu and creative chairman India, dentsu: Agnello Dias
Head of creative: Pallavi Chakravarti
Head of planning and strategy: Shashank Lanjekar
Creative team: Anant Rajan
Account management: Ambalika Sen, Aarya Sha
Director: Misha Ghose
Production house: Chalk&Cheese Films
Producer: Zico Maitra