National, November 2023: “A best friend is someone who, when they don’t understand, they still understand.” —Nancy Werlin

Friendships have a way of blossoming unexpectedly, whether it's reconnecting with an old friend, bonding with a neighbor over random hobbies, or forming a connection with a stranger in a new city. We often don’t realize the lengths we’d go to cherish our connections with our yaar, s or how much these friendships help us grow, learn, and get us to explore the sides we never thought we had. It is what House of McDowell’s Glassware calls - #YaaronWaaliBaat. Yaaron Waali Baat is an expression of the heartwarming connection that goes above and beyond to constantly embrace the limitless possibilities of not just existing friendships but also those encountered on the go.

Bringing alive this very emotion, is the ultimate Yaar of our generation- Kartik Aaryan. The actor embodies the very spirit of today’s generational dynamics, and his presence not only enhances the appeal of the brand but allows us to forge authentic and meaningful connections with the audience. The actor, known for getting into the skin of the character, went to the lengths to learn the ISL and perfect it for the TVC.

Just as we go that extra mile for our friends, Kartik Aaryan in the latest campaign film for House of McDowell’s Glassware showcases his ‘Yaaron Waali Baat’ and the journey of traversing through a special gesture for his Yaar by re-enacting an iconic scene from his movies, but this time in sign language to ensure that his friend, who hearing impaired, feels special and included in the celebration.

This campaign strongly emphasizes that sometimes going an extra mile through small, yet meaningful gestures can unlock limitless possibilities while bringing to life the how inclusion is a critical part of all friendships. The ad serves as a powerful reaffirmation that there is no joy quite like the joy of ‘Yaaron Waali Baat’.

Varun Koorichh, VP, Marketing & Portfolio Head, Diageo India, said “We are thrilled to announce our latest campaign featuring superstar Kartik Aaryan as the face of House of McDowell’s Glassware. As a brand, we strongly believe in friendship as a medium to uplift each other and bring out the limitless possibilities of the bond we share with our yaars. This strategic collaboration not only heralds a new chapter for House of McDowell’s Glassware but also signifies a deliberate move to leverage Kartik's cinematic embodiment of friendships, notably portrayed through his infamous 'friendship pegs.' What stood out was how Kartik made sure in getting the sign language right and like the film, he actually did undergo a lot of coaching to learn ISL.”

Speaking on his association with House of McDowell’s Glassware, actor Kartik Aaryan said, “As an actor I've had the pleasure to experience incredible moments in life but when I reflect upon the true priorities that shape my life, friendships take the center stage. I am extremely elated to be associated with a brand like House of McDowell's Glassware that has served as a catalyst for fostering friendships. Shooting for the brand and understanding their ethos of Yaari has been an absolute blast. I couldn't be more excited about it. While my career has been an exhilarating journey, it's the friendships that I've made along the way that have truly enhanced the storyline of my life making this partnership extremely personal and special for me.”

Rahul Mathew, Chief Creative Officer, DDB Mudra Group said, “Our latest campaign celebrates yaars who go out of their way to make things possible. Known for his long monologues, Kartik preps for a special performance for a very dear friend. And in the bargain, learns something beautiful himself.”

The beautiful film was conceptualized by DDB Mudra and executed by Nineteen Films

Agency Creds:

Rahul Mathew – Chief Creative Officer 

Menaka Menon – National Strategy Head 

Sujay Ghosh – Executive Vice President & Business Partner 

 

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, The Singleton, Royal Challenge, McDowell’s No1, Smirnoff, Ketel One, Tanqueray, Captain Morgan and Godawan, an artisanal single malt whisky from India. Headquartered in Bengaluru, our wide footprint is supported by a committed team of over 3000 employees, 37 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 our performance, visit us at www.diageoindia.com.

Visit Diageo's global responsible drinking resource, http://www.DRINKiQ.com, for information, initiatives, and ways to share best practices.