United Spirits ropes in Virat Kohli for Johnnie Walker Luxe Blended Water campaign

Core Insights - United Spirits Ltd (USL), the Indian subsidiary of Diageo Plc, has launched a new marketing campaign for its Johnnie Walker Luxe Blended Water brand featuring former Indian cricket captain Virat Kohli [1] Group 1: Campaign Overview - The campaign is centered around the brand's "Keep Walking" platform and includes a brand film featuring a reworked version of KISS's "I Was Made for Lovin' You," re-recorded by British artist YUNGBLUD [2] - The film showcases Kohli in various roles such as a sportsman, entrepreneur, and father, emphasizing the theme of self-reinvention as a marker of modern ambition [2] Group 2: Cultural Shift and Brand Positioning - Varun Koorichh, Vice-President Marketing at Diageo India, noted that the campaign reflects a cultural shift among younger Indian consumers who are pursuing their own paths rather than traditional milestones [3] - Kohli highlighted the "Keep Walking" ethos as central to his personal philosophy, focusing on internal drive over external validation [3] - The campaign is part of USL's strategy to invest in premium and luxury brand positioning within India's competitive alcobev market, with Johnnie Walker Luxe Blended Water positioned at the higher end of the company's portfolio [4] Group 3: Company Operations - Diageo India operates 35 manufacturing facilities across the country and markets several brands including Johnnie Walker, McDowell's No1, Smirnoff, and Godawan, an Indian single malt [4] - The company is headquartered in Bengaluru [4]