Longitude 77
Pernod Ricard India’s first Indian single malt, launched through contemporary Indian culture and craft. I was the 2D art director on the launch, with space design support to the 3D team.
- 2.25Bdigital reach
- 307+media pieces
- 50+media representatives
+ The launch in numbersReported by White Media Marketing
A new expression of Indian luxury
The brief was to introduce a new Indian single malt in a category shaped by established international names. The launch needed to give Longitude 77 a distinct cultural presence.
Culture as the experience
White’s approach brought Indian craft, fashion, music and performance into one immersive event. Large installations and a theatrical journey made the brand’s India-inspired positioning tangible.
As 2D art director, I set the visual direction and gave space design support to the 3D team as the stage and bar pavilion went from line drawing to built set.
An experience at scale
The agency describes more than 100 artists, over 15 rare artefacts and elements sourced across India, and more than 10 figures from film, fashion, music and food.
The launch, beyond the room
I developed a launch toolkit and marketing collateral, so the visual direction carried across launch communications after the night itself.
White reports 2,400 drinks served in under 45 minutes. The wider launch reached the media numbers at the top of this page; these are collective project outcomes.
