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Let’s go party tonight: Diageo campaign

Let’s go party tonight: Diageo

Johnnie Walker, the iconic brand known to craft the world’s great Scotch whisky, is re-energising the country’s after-hours culture through its one-of-a-kind campaign, Johnnie Walker #ReVibeTheNight.

As part of the campaign, the brand has brought together music artistes like Divine, Ritviz, Lisa Mishra and Taba Chake, along with popular Indie bands like ‘When Chai Met Toast’ and ‘Mad Boy Mink’, to perform live across iconic community spaces in India.

According to Mr Abhishek Shahabadi, Vice President and Head of the Luxury and Premium Portfolio at Diageo India, the collaborative effort with Johnnie Walker’s #ReVibeTheNight aims to drive social regeneration in India, to inspire people to get back to socialising after months of lockdowns imposed on account of the Covid-19 pandemic.

Abhishek is leading the premiumisation agenda with Diageo’s Scotch and reserve brands such as Johnnie Walker, Singleton, Talisker, Black Dog, Black & White, Smirnoff, Tanqueray, etc.

The after-hours culture in India is blooming at celebrated community hubs, where people found their sense of self-expression and belonging. This community was driven through the culture of live music and enthralling performances that created their very own vibe, a vibe that built extraordinary relationships.

Through #ReVibeTheNight, Johnnie Walker aims to reconnect with this community, bringing them music curated by artists who have a history of captivating crowds with their one-of-a-kind live experiences. Among the artistes on board are:

  • Ritviz, a young classically trained musician-turned-producer who shot to fame in 2017 with a runaway hit, ‘Udd gaye’, which effortlessly blended elements of Indian traditional music, hip-hop and electronica.
  • Lisa Mishra became a Bollywood sensation thanks to a mashup of ‘Tareefan’ (from the Bollywood movie, Veere di Wedding). She left behind her job in Chicago to follow her passion for music in India. She now sings at live concerts with an audience of over 1,000.
  • Divine (aka Vivian Fernandes) is a hip-hop star who plays an empowering role in the rise of the ‘gully rap’ movement and has landed him a cultural legacy matched by very few.
  • Taba Chake is a finger-style guitar player, singer, songwriter, performer and dreamer from a small town called Doimukh in Arunachal Pradesh. His music is inspired by his tribal folklore, which he expresses in Hindi, Nyishi and English.
  • ‘When Chai Met Toast’ took on a formal shape in 2017as a multilingual Indie pop-folk band based in Kochi, which produces music in English, Tamil, Hindi and Malayalam.
  • Mad Boy Mink, labelled the terror twins of funk and swing, is the coming together of Imaad Shah and Saba Azad. The duo presents a pure and unpretentious love of music in their post-mod electro-cabaret experience collection.

Ritviz and Lisa recently kick-started the Red and Ginger Reel Challenge, stirring up a trend on Instagram, with an upbeat track debuting Johnnie Walker’s new bespoke highball serve, Red and Ginger (see below).

The artistes have shared the detailed recipe of the concoction while calling out to their followers to post their own rendition of the hook step while recreating the bespoke Highball.

 

Johnnie Walker Red & Ginger

Curated by Yangdup Lama, Diageo-India’s bespoke serve is a culture-forward highball cocktail. Yangdup says: The Red and Ginger serve by Johnnie Walker plays with different notes of spice – ginger, lemon and cinnamon – to heighten the key flavour notes of the Johnnie Walker Red Label.

A refreshing citrus in the first sip, followed by fresh apple and cinnamon fireworks in the second, concluded with a subtle zing of ginger. This highball serve is a remarkable way to come together and vibe in the after-hours.

  • Johnnie Walker Red Label 50ml
  • Ginger ale 150ml
  • Stamped orange peel
  • Cinnamon infusion atomizer

Directions: Put ice in a tall glass, add whisky and stir. Add mixer and stir. Twist the orange peel on top of the drink.

Take the cinnamon infusion, spray twice (2 inches away) on top of the drink; then garnish with the orange peel and cinnamon stick before serving.