08 MAR 2021
08 MAR 2021 Press release
Raise a Toast to Sharing with Black & White Scotch this International Women’s Day
Ami Shroff, Saba Azad, and Kayaan Contractor share experiences over scotch and food in the new Women’s Day campaign by Diageo India
On International Women’s Day this year, Black & White Scotch Whisky brings together three strong women of force, professional Mixologist Ami Shroff, Fashion blogger Kayaan Contractor and Actor and popular Musician Saba Azad to break bread together and share their stories over scotch. Creatively adapted by Vice, with a view to showcase how India is slowly getting back on her feet, Shared Space is an artistic rendition of how a simple vehicle like a communal meal – food and drink at the table – can become a catalyst for fantastic conversations.
From cautious introductions with each other, to opening up and sharing their lives and stories, Shared Space throws light on how life gets enriched when you share experiences with others. This International Women’s Day, our three personalities speak of issues women in India face on account of not being as open to sharing with each other, which is beautifully captured in the film.
Commenting on the campaign Abhishek Shahabadi, Vice-President and Portfolio Head, Premium and Luxury Brands Diageo India said, “In a day when gender stereotypes are being called out vocally, Black & White scotch whisky aims to bring in inclusivity through shared experiences and thoughts over food and scotch. We’re happy to partner with Vice to bring together this creative adaptation to life which showcases women across fields bonding over Black & White scotch and sharing insights from their lives.”
“As VICE, we're proud of the raw, authentic content we publish. We know the difference between hyper-produced, and actually relatable content. Working with Black & White on this project - Shared Space - let us do just that. It's always nice to see people open up and talk about themselves, but how often do we see them do it on their own terms. We used the simple vehicle of a real-world brunch, with sharing plates to help these fantastic women share more than just the food and drinks served - they shared their lives with each other. Safe to say, we had a good time, sharing space with not just Ami, Kayaan, and Saba, but with team Black & White as well.” said Rohit Tugnait, Commercial Director, Vice Media Group, India
About the Artists:
Saba Azad: Saba is someone who wears a multiple hat as a musician, actor and also as a theater director. She has a strong personality and is an advocate for women’s rights and equality.
Amir Shroff: Hailing from a humble background, Ami has made it big in the bartender world and became one of the first 2 flair bartenders and mixologists of India.
Kayaan Contractor: Kayaan with her unusual yet striking content reframed the definition of beauty and has been instrumental in influencing many millennials and their styles choices today.
Playing by the brand ethos and this momentous occasion, these artists were an impeccable choice that brought alive the concept of Shared Space beautifully.
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ABOUT DIAGEO INDIA
Diageo India is the country’s leading beverage alcohol company and a subsidiary of global leader Diageo plc. The company manufactures, sells and distributes an outstanding portfolio of premium brands such as Johnnie Walker, Black Dog, Black & White, VAT 69, Antiquity, Signature, Royal Challenge, McDowell’s No.1, Smirnoff and Captain Morgan. Headquartered in Bengaluru, our wide footprint is supported by a committed team of over 3000 employees, 49 manufacturing facilities across states and union territories in India, a strong distribution network and a state-of-the-art Technical Centre.
Incorporated in India as United Spirits Limited (USL), the company is listed on both the National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) in India. For more information about Diageo India, our people, our brands, and performance, visit us at www.diageoindia.com. Promoting responsible consumption of alcohol is at the core of our business.
Visit Diageo’s global responsible drinking resource, http://www.DRINKiQ.com, for information, initiatives, and ways to share best practices.