Johnnie Walker is celebrating its striding man identity with its #TheTravellingBillboard campaign in India. With the campaign, the whisky brand is trying to drive recognition of the brand’s Striding Man logo. They are doing it with a new OOH campaign. #TheTravelling Billboard campaign was conceptualized by What’s Your Problem,
About Johnnie Walker’s #TheTravellingBillboard Campaign in India
The campaign aims to celebrate the brand’s logo which is the striding man. Johnnie Walker’s campaign will see some of India’s influential travel photographers create billboards with the logo in various locations. The campaign aims to encourage fans to get out and explore the world. Destinations highlighted via the billboards include India’s abandoned Kuldhara village and the underwater terrain of Andamas.
To help promote #TheTravellingBillboard campaign, Johnnie Walker will be working with 150 social media influencers. These influencers will capture their own journeys through a mini version of a billboard of their own. Johnnie has also worked with Instagram to create an exclusive filter. The filter is only exclusive to people in India. Johnnie Walker’s Instagram filter was created to engage people and encourage user-generated content (UGC) that captures the beauty of Indian destinations.
Diageo Speaks on the Campaign
Abhishek Shahabadi, vice president and portfolio head: Premium & Luxury brands at Diageo India spoke about the campaign. He talked about how the campaign aims to bring to life the rich character of unchartered India through exploration.
Khushboo Benani, content and influencer marketing head at Diageo India also spoke about the campaign. He stated that the campaign was designed by a collaboration of explorers and photographers (everyone with a phone camera qualifies) who can tell the story of these unchartered locations through the Johnnie Walker lens in their unique styles.
What’s Your Problem Speaks on the Campaign
Ruchita Zambre, group creative director, WYP, & Tejas Mehta, strategy & business head spoke about the campaign. He talked about how the campaign pushes the boundaries of what a billboard campaign can be like. According to Zambre, the campaign is in line with the brand’s philosophy to push boundaries. It is also in line with WYP’s philosophy of coming up with solutions that go across media and are truly integrated.