Alcohol advertising is banned in India.

As a workaround for this, several brands tend to use surrogates like bottled water, music events, glasses, etc. Which certainly don't help build the brand stand out from others.

Johnnie Walker wanted an idea that seeks to disrupt routine and connect with Urban Millennials of Modern India. And our research showed that millennials were too busy living their lives through the influencers they follow on social media.

Influencers had become a sure-shot way of reaching out to millions of people in India. The youth follow them because they stand for something. And more and more of the youth we're getting online, the lesser they connected with brands.

But, Johnnie Walker always walked the walk.

So, we decided to create an influencer, which social media influencers would follow, The Striding Man. And thereby, the youth would too.

To really get the youth to bond with the brand, we had to do something that showed them, we stood for something, the love for travel and new experiences. Just like them.

Since they spent a lot of time following influencers online, we decided to create a new influencer they should follow. A 200-year-old influencer, our Striding Man! We wanted to turn him into an influencer, by making him travel across the country, exploring the unexplored.

Thus was born #TheTravellingBillboard. A billboard with Johnnie in the centre which explored some of the most unexplored places in the country!

We made some of India's most-followed travel influencers follow him on every journey to leverage their followers. The journeys became films, photographs became the outdoor campaign.

We amplified our new influencer's reach by sending a miniature version of #TheTravellingBillboard to 150 additional influencers. They captured Johnnie at 1500 locations across the country.

Millennials belonging to SECA & B living in the major cities of India. namely Mumbai, Delhi & NCR, Bangalore, Hyderabad and Kolkata. They were the prime target audience

Media was selected based on tactical high visible premium outdoor locations and high reach home page ads on print to build saliency+impact (

On digital, Facebook/Instagram was used as a lead medium to build saliency and Youtube being a video viewing platform was used to build relevance through our various video assets with the right targeting. We also used the influencers as channels.

Strategic Partnership with One Plus anchored by one of the biggest photographers community – India Pictures to host #TheTravellingBillboard as a competition where it became a filter.

We approached and analysed each media with a single-minded goal, how could it be used to amplify the reach of #TheTravellingBillboard.

#TheTravellingBillboard is a billboard with Johnnie in the centre that explored 5 unique destinations across the country by cart, truck, boat, and was even carried by hand.

We brought along some of India's most-followed travel photographers to follow #TheTravellingBillboard on each of its journeys so the influencers were companions and a channel for it to reach millions of their followers.

Each of their journeys was used across the internet as digital films.

The photographs these influencers clicked even became the outdoor and print campaigns.

We even made #TheTravellingBillboard into a DM to send to 150 additional influencers, who took it to 1500 locations across the country and millions more of their followers.

At the end of the day, influencers helped us make Johnnie Walker an influencer too.

The campaign ran from September - December 2019 across YouTube, Instagram, Facebook. And offline across Mumbai

Delhi NCR

Bangalore

Kolkata

Hyderabad

284.23M IMPRESSIONS

80M REACH

13.89M VIEWS.

SALES INCREASED 42% (OND 18 VS OND 19)

OVER 1MN LIKES & COMMENTS

AND A CAMPAIGN AWARENESS OF 73% AMONGST YOUNG ADULTS