Karan (pictured) autographed Patrón el Alto bottles for immediate take-away; the airport appearance synced with his live performance in Mumbai the day before and an immersive, drone-led product reveal.

Bacardi Global Travel Retail has unveiled a star-studded airport campaign celebrating the launch into India Travel Retail of Patrón el Alto and its global partnership with Punjabi music sensation Karan Aujla.

First revealed in early June, the campaign unites Patrón Tequila, the super-premium tequila with celebrated artist Karan Aujla at Mumbai and Delhi airports.

On June 7, 2025, shoppers in the Ospree store at Mumbai Chhatrapati Shivaji International Airport enjoyed rare opportunity to come face to face with Karan during his in-store personal appearance.

Sam Pickard, Regional Director AMEA, Bacardi Global Travel Retail, remarked: “India is an absolute priority market for Patrón el Alto and we knew that the standard of retail excellence created by both Ospree and Delhi Duty Free would play a valuable, pivotal role in magnifying the domestic market launch through the luxury showcase of travel retail.”

Bacardi is also partnering with Delhi Duty Free to showcase the launch of Patrón el Alto in an in-store campaign running in parallel until the end of June.

The activity also incorporated an extensive Out of Home (OOH) media campaign sharing live content and messaging across the airport.

Pickard continued: “Discerning consumers in India today are driven by unique experiences, especially those with a strong, modern cultural relevance that embody a sense of national pride and the celebration of success. With Karan’s iconic standing in the country, his personal appearance with Ospree at Mumbai Chhatrapati Shivaji International airport created a pinch-me, unforgettable highlight for travelers.

Through launches like this, Bacardi is unlocking incremental sales growth for our travel retail customers with high-octane, head-turning moments that epitomise the luxury lifestyle synergies of our category-leading brands such as Patrón tequila.”

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