Jim Beam had recently renewed its brand positioning and needed to sharpen its comms for the Indian market. Its ambition was to speak to the country’s youth, especially whiskey drinkers, to find the most resonant way to fit into their social occasions as an aspirational brand. Our job was to investigate how Jim Beam’s new comms can strike the right chord with them...

This project is a great example of the magic that can happen when comms & research agencies work closely together – especially when the brand in question is one of the best selling bourbons in the world!