Why?

Paul John Single Malt is a unique Indian brand with a very strong international presence and ever growing domestic sales. To address the
differences in the two markets, two separate campaigns had to be run in parallel, while retaining the identity if the brand.

How?

For the international market, the brand's traditional message of “The Great Indian Single Malt” was retained. For the Indian market the brand
was presented as an “International Award Winning Indian Single Malt”, to popularise Paul John's international presence and the many awards
for excellence that they have won. The imagery was carefully selected to provide an authentic Indian feel to the brand.