Indian law forbids advertising for alcohol on any mass media platforms.

CBFC - Central Board of Film Certification is the content regulation authority which scans all program on TV and regulates Alcohol advertising. Even a commercial with a Surrogate product is also not allowed unless there is enough sales data to verify the profitability of the product.

Any sponsorship for any event or programme needs to go through massive scanning from the CBFC to clear it for advertising.

Captain Morgan announced a nationwide hunt for the dream job – Run Captain’s Shack in Goa. Promotion directed consumers to submit entries online at Captain Morgan India's Facebook page.

The show had been promoted across multimedia platforms to engage and activate captain shack and drawn them to the content.

900 promo spots on MTV, VH 1 and other network channels. Radio and print used in a massive way to reach out to the niche pocket of the audience. Mini shack set ups in 8 multiplexes to built curiosity. Created a dedicated MTV Captain’s shack website with show updates, contestant profiles, cocktail contests.

For 13 weeks, our audience was engaged and we delivered hours worth of brand exposure in a prime time slot across multimedia platforms.

Captain Morgan became a welcomed visitor in the home of 33 million viewers. The “Captain’s Shack” program on MTV grew brand awareness from 0% to 21% against a target of 15%, achieving 140% goal. And in a country where liquor advertising is not allowed, and one cannot run a 30 second ad on TV, we garnered 50,400 seconds of brand exposure over the thirteen-week series.

This was a truly unique media study that was a reminder to us all; sometimes when a media door won’t open, you need to create a new door in the media.