Spanning two major cities in India, CSM worked with the Johnnie Walker local brand team to activate #JOINTHEPACT at scale in Mumbai and Delhi, encouraging consumers to make their commitment to never drink and drive.
The campaign was spearheaded by Johnnie Walker’s Global Responsible Drinking Ambassador and two-time Formula One World Drivers’ Champion, Mika Häkkinen. The campaign began with a large scale social campaign to introduce the campaign to market. The on-ground activity began in Mumbai with over 20 national media interviews, influencer activity and a local taxi partnership activation with Ola
Following the activity in Mumbai, the campaign took to the streets of Gurugram on the outskirts of New Delhi, where Mika Häkkinen demonstrated the importance of staying in control behind the wheel. Accompanied by national TV icon and personality Rannvijay Singha, Mika gave key influencers, media pundits and fans an adrenaline-fuelled ride in the Caparo T1 two-seater racing car.
The campaign continues to run online, but upon conclusion of the on ground market activity, the campaign has already delivered over two million commitments to never drink and drive and reached over 14.5 million Indian consumers, making it the single most successful market activation of #JOINTHEPACT to date.
You can make your commitment to Join the Pact by posting on social media using #JOINTHEPACT.