Johnnie Walker’s #RevibeTheNight Brings Together Musical Trailblazers to Re-Energize After-Hours in India
This year, Johnnie Walker, the world’s number one scotch whisky brand, took a bold step to fill India’s most beloved social spaces with music, movement, people, and magic as part of its #ReVibeTheNight campaign. Through this one-of-a-kind initiative, the brand aimed to reconnect with the community that served as a safe haven for individuals before the world was confined to in-home occasions.
For #RevibeTheNight the brand has roped in India’s renowned hip-hop rap artist - DIVINE, prominent electronic music producer - Ritviz and internet sensation - Lisa Mishra, who have a history of captivating crowds with their music and voices. Through riveting live performances across hotspots in India, #ReVibeTheNight refueled the after-hour culture in India and created a vibe that built extraordinary and forever-lasting relationships. The nights also showcased art and fashion culture through exclusive artist setups, entertainment zones, and designer kiosks.
#RevibeTheNight is being brought alive through a creative film conceptualized by Virtue Worldwide – the creative agency born from VICE Media Group. It narrates a story that has at its heart a feeling that the audience will instantly relate to – the yearning to go back to those nights spent at the city hotspots and revere in the moments that make them so special to each individual.
Commenting on the launch of the campaign, Abhishek Shahabadi, Vice President & Portfolio Head, Scotch & Premium whites, Diageo India says, “For over 200 years, Johnnie Walker has been committed to pushing boundaries to move forward. Now more than ever, there is a need to take a responsible step forward and regenerate socializing. With #RevibeTheNight, Johnnie Walker inspires people to keep on walking and Revibe their after-hours as a community. We’re excited to bring together the biggest collaboration between bar communities, trending musicians and culture curators to invite people to revibe socializing spaces that have been so integral to our after-hours experience. We’re doing this responsibly by ensuring the safe execution of all on-ground experiences. All of our stakeholders, audiences, artists are encouraged to maintain social distancing and follow necessary COVID-19 protocols.”
Sharing his thoughts on the campaign, DIVINE says, “I am excited to have partnered with Johnnie Walker on the #RevibeTheNight campaign! It's great to see so much energy being infused in some of the much-loved after-hour spaces of the country, some of which were forgotten during the last few years. Infact the timing's just about right now, with the season of live events opening up finally and allowing artists to once again engage up close with their fans, though in a more responsible manner this time around.”
As part of the campaign, the brand plans to engage with 800 on-trade outlets and organize 200+ Revibe Nights across 14 cities pan India. The brand has ensured the audience capacity limit within each venue/outlet is maintained at all times with necessary health protocols in place.
The last few months witnessed hundreds of consumers step into India’s most iconic social spaces to find their sense of self-expression and belonging that fueled progress. #RevibeTheNight will continue to energize the audiences by handpicked artists, such as Madboy/Mink, When Chai Met Toast, Taba Chake, Lifafa, F16 and many others who resonate with the brand ethos of moving forward, to perform in the select communities spread across December 2021 – January 2022.
“RevibeTheNight is a commitment to regenerate the lifeblood of social culture and the night-time economy. It's a call to arms to step out and fill India's cherished spaces once again with movement, people and magic. We're inviting the after-hours community to come together alongside some of the region’s favourite artists and Revibe their nights with the all-new Red & Ginger mix. A drink that marks a fresh return to the social fabric of our community.,” added Ciaran Bonass, Executive Creative Director, AMEA from Virtue Worldwide.