Mumbai: This Diwali, Pernod Ricard India’s premium Indian single malt, Longitude 77, is reimagining the spirit of festive gifting with a creation that beautifully blends craftsmanship, culture, and emotion.
For generations, Diwali has symbolized the joy of relationships and meaningful exchanges. However, in today’s fast-paced world, gifting has often turned transactional — losing its heartfelt essence. Longitude 77 aims to rekindle that sentiment through an innovative limited-edition gift box that transforms into a lamp, merging the art of design with the emotion of giving.
Conceptualised by FCB Neo, the packaging draws inspiration from India’s timeless architectural beauty — the intricate jalis and motifs of royal courtyards and ancient palaces. When illuminated, the box comes alive, casting delicate patterns of light and shadow — transforming any space into a poetic reflection of Diwali’s radiance.
“Longitude 77 embodies our vision of taking the finest of India to the world – a celebration of Indian craftsmanship expressed through the timeless art of whisky-making. Every drop mirrors India’s depth, diversity, and modern sophistication. Diwali has always been one of our most meaningful cultural moments, and we wanted to mark it with something that reflects that spirit – a creation that’s not just luxurious, but deeply rooted in emotion and purpose,” said Joydeep Basuroy, Group Head – Marketing, Pernod Ricard India.
Adding creative perspective, Mayuresh Dubhashi, Chief Creative Officer, FCB Neo, said, “With Longitude 77, we wanted to bring back the joy of giving — the emotion that makes a gift unforgettable. The idea of turning the box into a lamp came from the heart of Diwali itself: light. It’s about illuminating not just homes, but also hearts. Every time someone lights it up, it reflects the spirit of thoughtfulness that makes gifting so special.”
Crafted using multi-origin ingredients, Longitude 77’s rich and layered flavour profile captures the essence of India — refined, soulful, and ever-evolving. Each pour tells a story, inviting connoisseurs to celebrate not just the festival, but the art of meaningful gifting itself.
