Bacardi Global Travel Retail (GTR) has unveiled its Diwali Deserves Dewar’s gifting campaign across South Asia, India, Middle East and UK through the month of November.

With millions of people on the road to mark the Festival of Lights, Dewar’s blended Scotch is targeting last-minute gifting with the limited-edition pack.

Inspired by festival colours and designs, packs feature the Indian Rangoli art tradition where intricate, symbolic designs are created on the ground during the Diwali season. 

For the 2023 festival, Dewar’s has integrated personalised augmented reality into the gifting moment. 

QR codes on the limited edition Dewar’s 12 Year Old, 15 year Old and 18 Year Old packs take the gift-giver to a page where they can record a message for the lucky recipient. 

They can also upload an image to share along with the gift.

The Diwali Deserves Dewar’s campaign aims to drive brand visibility through digital airport advertising and in-store activations at major hubs in the region. 

Diwali Deserves Dewar’s: ‘Premium, imaginative, interactive’

“Diwali is, without question, one of the most important celebratory moments on the global calendar,” said Alexey Babin, Regional Director IMEA, Bacardi GTR. 

“This year we’ve raised the bar even higher in how we help our consumers maximise their enjoyment, by pioneering experiential innovation to position Dewar’s as the key whisky to enjoy during Diwali. 

“With increased investment in bigger, bolder and more disruptive engagement campaigns at key locations such as Dubai, Delhi, Mumbai, Bangalore and further afield, wherever Indian consumers are travelling to celebrate Diwali, we are there with them.”

Ignacio Vazquez, Global Head of Marketing, Bacardi GTR, added: “At Bacardi we love helping people celebrate significant personal moments and these new limited-edition Dewar’s Diwali sleeves do just that in a premium, imaginative, and interactive way.   

“Progressive and open-minded whisky consumers from emerging markets, especially in India, are strongly motivated by the craft involved in significant age statements, by awards and by travel retail exclusives.  

“These are all strong components in this Diwali range, giving gift-buyers the confidence that, by choosing the world’s most awarded blended Scotch whisky, their Dewar’s Diwali gift is sure to delight.”  

Last month, Bacardi GTR released its Aberfeldy Madeira Cask series, a refreshed range of Aberfeldy single malts with a focus on madeira cask maturation.