Diageo, the group behind brands like Johnnie Walker and Smirnoff, has tied up with the Royal Western India Turf Club (RWITC) for the Johnnie Walker Race Day on December 24. With this event, the brand is trying to create more awareness among its target group.
Elaborating on the brand’s marketing strategy, Asif Adil, MD, Diageo India, said, “Johnnie Walker is a well-recognised brand all over the world and people identify with it. We are promoting this brand through various associations with events like the One Tree Jazz Festival, Johnnie Walker Golf Classic and we are also looking at sponsoring the Cricket World Cup next year.”
Adil further said that the prevalent restrictions on liquor promotion were appropriate to some extent.
Speaking on the Johnnie Walker Race Day, Adil said, “The marriage of Johnnie Walker and racing is ideal as both are thorough-bred. The event will be promoted across various mediums like billboards, radio, direct mail as well as print.”
The brand is also inviting consumers from select bars in the city to attend the event where they will get an opportunity to participate in a contest run by the brand. The winner of this contest will get to take home a Bayliner Speed Boat.
The company is also showcasing the Mclaren MP4 21 Racing Car at the event, after which it will travel to Delhi as part of the brand’s promotional strategy.