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McDowell’s No.1 Leads Responsible Drinking Message With Launch Of #No1YaariPatrol

MediaInfoline February 28, 2019
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McDowell’s No.1, Diageo India’s flagship brand, launched the #No1YaariPatrol, a cause marketing campaign hosted across the brand’s Facebook, Instagram and Twitter pages. Unlike most campaigns, #YaariPatrol uses the convincing power of yaars to intervene and encourage a yaar to never drink and drive. The campaign, which is the second such initiative from the brand, saw over 100 million impressions.

The campaign conversations raised awareness of drunk driving laws through witty and culturally relevant social posts around Christmas and New Year’s Eve. As a continuation, last month, the campaign celebrated Road to Safety Week by educating the audience about road traffic laws through different adaptions of popular memes.

Launched in December, #No1YaariPatrol is a collaboration with digital agency Experience Commerce who created nearly 50 creative pieces of content using memes, short videos and Instagram stories to engage consumers across social platforms. The official hashtag, #No1YaariPatrol, gained a total engagement of more than 1 million and reached a key audience of young millennials ages 18-34 (85% of users engaged).

Amarpreet Singh Anand, Executive Vice President & Portfolio Head, Marketing said, “It’s important for us to be at the forefront of the responsible drinking conversation. Thanks to the strong brand message of Yaar that McDowell’s No.1 carries, we are able to create a digital campaign that is both relatable and shareable – a responsible drinking campaign that cuts through the typical communications that consumers often tune out.”

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