JOHNNIE WALKER BLUE LABEL X RAHUL MISHRA
To launch Johnnie Walker Blue Label’s collaboration with Indian couturier Rahul Mishra, agency developed and delivered a 360° campaign spanning creative, press office, event, talent and influencer guestlist management - rooted in the idea of community celebration. The launch unfolded in two parts: an intimate conversation followed by a culturally rich celebration, each spotlighting the artistry, identity, and innovation driving Indian creativity within global luxury.
Designer Rahul Mishra and Johnnie Walker Blue Label Ambassador Priyanka Chopra Jonas joined moderator Simran Randhawa to explore craftsmanship, entertainment, tradition, and evolution, reflecting on how India’s cultural heritage continues to define contemporary luxury. Both Rahul and Priyanka shared personal stories of “walking forward” - honouring legacy while embracing new creative milestones - reinforcing Blue Label’s commitment to creativity, collaboration, and cultural storytelling.
The celebration immersed guests in modern Indian luxury through elevated regional cuisine, bespoke Blue Label cocktails, a specially commissioned performance by Usha Jey, DJ sets by Gracie T, Almass Badat, and live Dhol percussion. Striking photo moments and immersive brand vignettes enabled guests and media to capture the vibrancy of the night.
The events brought the limited-edition bottle design to life for a guestlist curated by the agency across fashion, design, media, and culture. Attendees included Anoushka Shankar, Rahi Chadda, Saffron Vadher, Priya Kansara, Imran Amed, Sakshi Mittal, Vartika Mittal-Goenka, Jasroop Kaur Singh, Jasmine Dotiwala OBE, Aarti Pal, Tolu Coker, Suzy Menkes, CKTRL (Bradley Miller),Shiva Raichandani, and more.
Across creative, PR strategy, press office outreach, media hosting, and talent engagement, the campaign delivered strong results: 399 social posts, a total reach of 47 million, and 163 pieces of press coverage.
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