Squash Case Study

Objective: Create awareness about newly launched premium petrol Speed 93.

Constraint: Limited or restricted access to premium clubs in Mumbai

Solution:
 Created an Inter Club squash tournament involving members of the club.
 Split into two rounds. Intra club followed by Inter club.
 Across age groups covering children (strong parental support) to Over 45 year olds.
 Ran for 2 months across clubs 8 clubs with every week the tournament being hosted in one
of the clubs followed by the finals in one of the clubs.

Result:
 Access to each club for a week
 Awareness of the brand through posters and other collaterals being put up in designated
areas in the club
 Literature distribution to players / club members
 Opportunity to speak about the brand at launch press conf / final presentation
 Strong PR coverage of the tournament in TOI and other publications leading to larger brand
awareness
 Golf Case Study

Objective:
 Position McDowell’s Signature as a premium whiskey
 Introducing the whiskey to its TG

Constraint: Limited or restricted access to premium clubs in Mumbai

Solution:
 Created the first ever Inter Club Golf Championship involving members of the golf club.
 It was the first time that a club team was formed and they competed against other clubs to
vie for the top honours across the country.
 Split into two rounds. Intra club followed by Inter club.
 Ran for 3 months across 28 cities and 40 golf clubs.
 Each event would wind up with a presentation ceremony with cocktails and snacks with the
ONLY McDowell’s Signature ‘Whiskey’ being served amongst beverages.
 Tournament was well received and ran for 8 years
 The entire event was run with frugality thus allowing McDowell’s signature to activate across
the country.
 Created noise through activations such as ‘Win Signature Whiskey worth your weight’ as a
prize for a hole-in-one competition.

Result:
 Built a strong property within the elite society.
 McDowell’s Signature became synonym with golf and even today people talk about it.
 Awareness of the brand through posters and other collaterals being put up in designated
areas in the club and through event day branding
 Literature distribution to players / club members
 Opportunity to speak about the brand at launch press conf / final presentation
 Strong PR coverage of the tournament
 Introduced the whiskey to its TG through the evening functions.