After a bold Jane Walker campaign to celebrate feminism, Johnnie Walker is onto a phenomenal tribute to India’s Mangalyaan. It is their first campaign in India, and they seem to have struck the right notes here.
India’s rover successfully began orbiting Mars, marking the country’s first venture into interplanetary space. The Mars Orbiter Mission was a golden feather in India’s cap as it was hailed for beating all odds. It was cheaper than a Hollywood film, completed in a record 300 days, and made India the first country to reach Mars in the maiden attempt.
No wonder, it is a time to celebrate with splendor as the Mission successfully completes four years. And Jonnie Walker has taken it on do it with panache through a short film. Inspired by these true events, this short film seeks to inspire people by showcasing India’s most inspiring journey which was almost unthinkable, Mission Mars. This film marks the directorial debut of actor Imran Khan and is produced by Dharma 2.0.
It was in 1999 when Johnnie Walker first launched the ‘Keep Walking’ global campaign. It was with this campaign when its famous ‘Striding Man’ icon changed direction to appear to be walking forward. And with Jane Walker, it adapted to the time by hailing feminism.
And celebrating Mangalyaan seems the appropriate tribute to India. In its long journey so far, the spacecraft had survived the passing of comet Siding Spring, avoided a long eclipse that could have potentially exhausted its batteries. It has helped ISRO to launch a Mars Atlas.
With so many achievements to its name, ISRO rightly deserves a place of pride when people speak of India. Fortunately, the campaign has taken a stand apart from others, who look to India with voyeurism and try to sell poverty as aesthetics. The campaign acknowledges the changing stance towards India and the rightful place the country holds in the current global scenario.
