Johnnie Walker , India - The world’s most travelled billboard

Objective: Johnnie Walker aimed to reposition itself from an "older generation" brand to one that resonates with Indian youth, navigating India’s restrictive laws on alcohol advertising by leaning into experiential, social-first marketing.

Strategy: Targeting young, experience-driven Indian adults, the brand created The World’s Most Travelled Billboard, featuring the iconic Johnnie Walker character “touring” lesser-known destinations across India. By collaborating with prominent travel photographers and influencers, Johnnie Walker engaged users through Instagram, fostering connection via a downloadable frame and the hashtag #TheTravellingBillboard. The campaign also included a miniature version of the billboard sent to additional influencers to extend reach.

Execution: Instagram served as the main campaign platform, with 23% of the budget dedicated to mobile-friendly elements. The campaign activated a network of 200+ influencers, focusing on unexplored travel locations to capture the youth’s passion for unique journeys.

80M+ reach across paid and earned media

1M+ engagements driven by influencer channels

73% brand awareness uplift among young adults

42% sales increase compared to Q4 of the previous year

2,000+ UGC entries via a photography contest

The campaign notably elevated brand KPIs such as top-of-mind awareness and brand affinity, successfully re-establishing Johnnie Walker’s image as a modern, experience-oriented brand.

Awards: Bronze Winner Industry: Beverage, Spirits Objective: Brand Awareness

https://www.mmaglobal.com/case-study-hub/case_studies/view/64100