VAT 69 is one of India's oldest and most iconic whiskey brands. When it comes to alcohol advertising, the trend in India is to create surrogates, as any direct reference to alcohol is banned. To propagate VAT 69's new younger image, we went against the grain and created a gaming site that encouraged visitors to "do the man thing".

All the different media within the campaign guided people to the Vat 69 Online Gaming Portal, where they could take competing to the next level.

The Vat Man didn't just bring back competition, he also gave the youth a different perspective on mundane work and life things.

The spirit of competing took new life. The witty and ironical take of the brand on competition through the Vat Man gave the brand a distinct and unique tone within the category for consumers to identify with.

A brand that hadn't communicated for two whole decades was back in the ring. The campaign became a success.

Post launch:

Brand Affinity went up by 22%

Brand Distinctivity went up by 17%

Brand Perception went up by 14%

Brand Sales went up by 10%