Sangam

Our work

What we learned

• insightWhisky in India has historically functioned as a rigid symbol of social class and professional achievement, defined by inherited drinking rituals. Sangam · slide 3 Save slide
• insightThe Indian whisky market is shifting from a 'badge of arrival' status symbol to an experiential space focused on craft, flavour, and discovery. Sangam · slide 4 Save slide
• insightModern Indian whisky reflects the nation's growing cultural confidence and a reimagined identity. Sangam · slide 5 Save slide
• insightA new generation of globally exposed Indian consumers is actively redefining whisky consumption codes. Sangam · slide 6 Save slide
• insightModern Indian whisky drinkers are 'collectors of stories' who value curated experiences and novelty over simple brand status. Sangam · slide 7 Save slide
• insightConsumers relate to whisky through four distinct archetypes: the Enthusiast (craft), the Ritualist (togetherness), the Socialist (lifestyle), and the Expressionist (identity). Sangam · slide 8 Save slide
• findingDigital platforms and short-form video content have become the primary gateway for consumers to learn about and explore whisky culture. Sangam · slide 10 Save slide
• implicationCompetitors are moving away from traditional product marketing toward cultural curation to embed their brands into specific consumer lifestyles. Sangam · slide 12 Save slide
• insightThe brand identifies a specific cultural tribe of urban youth who define their weekends through music, crowds, and the pursuit of good chaos. Sangam · slide 16 Save slide
• implicationJohnnie Walker Black Label uses cocktail culture to modernize its legacy identity and engage younger, experimental consumers. Sangam · slide 17 Save slide
• findingSangam's current marketing efforts are product-focused and fail to establish a cohesive cultural identity. Sangam · slide 19 Save slide
• insightIndia's cultural identity is fundamentally shaped by the convergence of diverse global and local influences. Sangam · slide 22 Save slide

All 39 →

What we've already told them

• recommendationMonkey Shoulder should prioritize cultural belonging through strategic brand collaborations over winning on taste superiority. Sangam · slide 16 Save slide
• recommendationSangam should transition from a generic premium positioning to a distinct 'citizen of the world' identity. Sangam · slide 20 Save slide
• recommendationSangam should organize its brand narrative and lifestyle engagement around two specific content pillars: 'The Sangam Story' and 'The Sangam Lifestyle'. Sangam · slide 28 Save slide
• ideaThe 'Sangam Universe Film' is a cinematic story where different cultures and experiences converge into one shared moment. Sangam · slide 36 Save slide
• ideaThe 'Sangam Journey' is a digital episodic series featuring an Indian and an international creator traveling across India to explore food, culture, and landscapes. Sangam · slide 40 Save slide
• ideaThe 'Sangam Stamp Book' is a collectible passport concept where consumers unlock stamps by exploring places, visiting bars, or attending brand experiences. Sangam · slide 43 Save slide
• recommendationLaunch a digital video series featuring a cultural voice to explore global whisky traditions. Sangam · slide 50 Save slide
• recommendationHost a large-scale mixology showcase at Lord of the Drinks to demonstrate how bartenders reinterpret whisky. Sangam · slide 53 Save slide
• recommendationCreate a secret menu of Sangam-based cocktails in select venues to drive discovery. Sangam · slide 56 Save slide
• recommendationDevelop a signature brand track by transforming natural Himalayan sounds into music. Sangam · slide 60 Save slide
• recommendationCurate a branded Spotify chart featuring cross-cultural musical influences. Sangam · slide 60 Save slide
• ideaCapture natural Himalayan sounds and transform them into a collaborative musical project. Sangam · slide 62 Save slide

New ideas in a Sangam project are steered away from these automatically.