MUMBAI: Blended Scotch whisky DEWAR’S has unveiled its latest campaign, ‘Here’s to the Story’, a celebration of the spirit of exploration. Crafted for modern Indian audiences who are increasingly curious, discerning, and thirsty for elevating experiences, this campaign taps into the spirit that inspires life’s most enriching discoveries.
As part of the campaign, DEWAR’s will roll out an umbrella campaign – DEWAR’S DISCOVERIES which encompasses a series of unique activations across the country; with the first event being The Swap setting the stage. Rooted in the spirit of shared discovery, The Swap launches in Delhi with the iconic SOKA bar from Bangalore taking over LAIR in Gurugram. Two of SOKA’s celebrated mixologists will bring their signature flair and regional influences to Delhi, creating a multi-sensory evening. The swap of cocktails, food, music and all elements intrinsic to the guest bar will come alive at the home bar.
Inderjit Singh Dhingra, GM – Brown Spirits (India) at Bacardi India Pvt Ltd., said “Every experience adds a unique chapter to life’s story. With Here’s to the Story, we are speaking to a new generation of whisky explorers in India that values the richness of this journey filled with unexpected twists and unforgettable moments best enjoyed with DEWAR’S scotch whisky. It is our ode to that relentless spirit of exploration that inspires creative, curious journeys while reimagining how Scotch can be discovered and enjoyed across the country.”
In order to add further depth to the campaign, DEWAR’S has partnered with actor and explorer Randeep Hooda, whose passion for storytelling and curiosity the company explains aligns with the spirit of DEWAR’S DISCOVERIES. Randeep shares how every city is treated as a new discovery, and every flavor tells a story, from the dry ginger of Haryana to the fresh eucalyptus of his college days in Australia, and the unforgettable curry leaf from the streets of Mumbai. This collaboration brings together culture, character, and craft, inviting audiences to experience the journey through unique flavors and immersive experiences, including the first-ever Bar Swap with SOKA Bengaluru at LAIR Gurgaon, and to celebrate stories worth toasting.
Over the next few months, this discovery-led journey and story rich activations will travel across key Indian cities, including Mumbai, Bangalore, and Kolkata, each swap introducing unexpected pairings, regional nuances, and immersive storytelling elements that redefine how Scotch is enjoyed.
Here’s to the Story taps into the growing cultural shift blending tradition with innovation to reimagine how whisky can be experienced.
