Q] Black Dog has a strong, instantly recognisable identity. What were the absolute non-negotiables in the bottle refresh, and where did you allow yourself room for creative risks?
Black Dog is a Scotch with legacy and, when you talk about non-negotiables, that is the only word that comes to mind. The legacy of Sir Walter Millard, who found this perfect spot in the Highlands where the water was absolutely crystal clear and fresh, remains central to who we are. He knew this because he was a fly fisher — the best, sweetest fish were found there. He would sit there with his dog, fly fishing in a place called Linkwood, which is immortalised on our pack.
We hark back to the tradition of a malt matured across Scotland and blended at places like Linkwood. That gives us a blend that is not just exceptional but truly savour-worthy, which is why we say ‘Savour the Sip’. It is something that must be paused to be enjoyed. You have to pause everything around you to truly experience that moment.
Q] How do you modernise a legacy that has such long-term customers?
You modernise by framing the relevance of the proposition in today’s context. Across multiple global trends, including Euromonitor data, we see how screens have taken over our lives. They are all-consuming, and we are constantly looking at what is happening on them. Many people believe digital detoxes are necessary.
When we say ‘Savour The Pause’, it is about pausing for something that is worth it — not because you want to cut away from the world. The world is also beautiful and engaging. The idea is to step away momentarily so that you can come back refreshed and ready, perhaps even discovering new paths within yourself and in life. What Walter Millard did while fishing in a little glen in Scotland becomes symbolic of what people can take from a moment of stillness today. Stop, take a pause, savour the moment, and return stronger.
Q] What are the key objectives of this campaign from brand and business perspectives?
From a brand perspective, it is very clear. We want people to know that what they are sipping, what they are buying in a bottle, is an absolutely savour-worthy liquid. Indians not only love their whisky and Scotch, they are also discerning and capable of identifying a great liquid. That is one part of it.
The other part is placing this legacy brand within today’s context. ‘Savour The Pause’ becomes the overarching platform. We have also partnered with Emilia Clarke, who loved the idea of being part of a campaign that reflects something she believes in. She has been through a lot in life and often speaks about how stepping away and taking a pause has helped her return stronger.
Q] In a space where Indian whisky brands are getting global recognition, such as Amrut, Indri and Paul John, are you seeing fierce competition from Indian brands or global favourites within India?
India is a unique market. People love their whisky and understand their liquids. There is space for both Indian and global brands. One of the highest numbers of awards ever received by a whisky from India is for Godawan, an Indian single malt from Alwar in Rajasthan. It is our brand and one we are very proud of.
Godawan is built around mindful luxury. It is created in a region that faces water scarcity, and the brand gives back to the conservation of the endangered bird it is named after. The distillery is water positive, runs on renewable energy and positively impacts surrounding communities. At the same time, it is an award-winning whisky.
So we are doing both. We have one of the best Indian single malts you can buy, as well as some of the finest Scotches from across Scotland. That reflects how important the Indian consumer is for Diageo and why we believe this market deeply appreciates great liquids.
Q] Which KPIs were prioritised to evaluate the success of your experiential campaigns and what specific metrics were used to measure impact?
You sound like my boss! (laughs) But if I look at the key KPIs, it is about encouraging people to re-evaluate a beautiful legacy brand and to rediscover these liquids. The potential for us in India is enormous. It is a growth market and a significant opportunity, and we are focused on driving sustained brand growth for Black Dog.
Q] In a cluttered premium whisky market, how do you build aspiration without glorifying consumption, especially among younger audiences?
First, Diageo stands for ‘drink better, not more’. Black Dog has two variants, Black Reserve and Gold Reserve. The Gold Reserve is a premium expression and many Black Reserve consumers choose to upgrade. It is not about drinking more, it is about discovering better expressions.
We also invest in initiatives such as ‘Wrong Side of the Road’ and ‘DrinkIQ’. These platforms inform consumers and encourage responsible behaviour. ‘Wrong Side of the Road’ involves working with regional transport offices where people obtain driving licences. The message is clear: you cannot drink and drive. If you are driving, you limit your alcohol consumption. We are not in the business of promoting indiscriminate consumption. We are in the business of offering great liquids to savour, while reinforcing that you must never drink and drive.
Q] Looking ahead, how is Diageo rethinking content, communities and experiences to stay relevant?
It is a long answer, but fundamentally our brands live, breathe and grow within culture. An evening like this, being part of someone’s intimate setting while creating a moment of pause, is one example. The experiential Kaala Ghoda installation is another. Each brand brings its purpose and platform alive in its own cultural way. That is something we continuously build on. The fact that our brands live within real moments of consumption is both a tremendous opportunity and a challenge. It is a living, breathing space to connect with consumers, and that is always exciting.
PROFILE
Ruchira leads the Marketing function at Diageo India and is a member of the company’s Executive Committee. As Chief Marketing Officer, she oversees Marketing and Innovation across a diverse portfolio of award-winning alcohol and beverage brands. With over 25 years of experience, Ruchira has played a pivotal role in building and scaling leading consumer brands, driving strategic growth, premiumisation and impactful brand transformation initiatives.
ABOUT THE BRAND
Diageo India, listed as United Spirits Limited (USL) on the NSE and BSE, is one of India’s leading premium alcobev companies and a subsidiary of Diageo Plc. Headquartered in Bengaluru with 35 manufacturing facilities, it produces and distributes iconic brands including Johnnie Walker, Black Dog, Smirnoff and Godawan. The company combines global expertise with local pride while championing sustainability, responsible consumption and ecosystem development.
FACTS
PR AGENCY: MSL Group
Digital: L&K Saatchi & Saatchi
Creative agency: Virtue India
