Teetotallers are a rising breed across developed markets—and in markets like India, they are still the mainstream. One of the world’s leading alcohol majors saw the potential in this and briefed us to run the India leg of their multi-phase investigation into launching non-alcoholic innovations…

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In the end, we delivered a bank of non-alcohol innovation concepts, co-created with teetotallers and occasional drinkers across India. You might just be ordering one of them these days. 🥂🍹🍾