Sangam

BUILDING SOCIAL FOOTPRINT FOR Compiled By:

P O I N T S O F D I S C U S S I O N • EVOLUTION OF WHISKY CULTURE • PORTRAIT OF THE NEW-AGE WHISKY DRINKER • DIGITAL CONTENTVERSE OF THE AUDIENCE • THE PEER LANDSCAPE • LEARNINGS FOR SANGAM

STATUS ASPIRATION SOCIAL CLASS A Category Once Bound by a Closed Cultural Script… Long dominated by blended whiskies and shaped by inherited drinking rituals, whisky in India has been the drink of arrival - poured at business gatherings, celebratory dinners and social occasions that signalled one had “made it”

The emergence of Indian single malts, growing exposure to global whisky cultures and a new generation of curious, bolder drinkers have brought fresh attention to flavour, craft and provenance, increasingly explored through tasting rituals, storytelling around distilleries, flavour conversations and digital communities THE ASSOCIATION WITH WHISKY HAS EVOLVED Today, Whisky in India Is Entering a New Cultural Phase FROM BEING JUST BADGE OF ARRIVAL TO A SPACE OF DISCOVERY

Its layers of ageing, provenance and flavour invite curiosity and discovery, rewarding those who spend time understanding it. Over the years, whisky has become a category that reflects not just taste, but a broader story of India’s growing cultural confidence The modern Indian whisky is a story of confidence and a new reimagined India

Globally exposed and culturally engaged, a newer grade of Indian consumers are rewriting the codes of whisky and redefining how they approach the golden elixir This evolution is being reigned in by a new-age whisky drinker

The new-age Indian Whisky Sommelier SIGNAL CURATED TASTE KNOWLEDGE ADVENTURE They have geeky fairy dust element to them They crave newness They are culturally global but proudly Indian They treat whisky as a journey of taste, not just a drink They value experience as much as the bottle They are collectors of stories, not just labels CURIOSITY

Approaching it with intent, they have developed distinct relationships with whisky that help them interpret the drink and assign it a role in their lives… THE ENTHUSIAST THE RITUALIST THE SOCIALIST THE EXPRESSIONIST WHISKY AS A CRAFT TO BE MASTERED WHISKY AS AN ANCHOR FOR TOGETHERNESS WHISKY AS A LIFESTYLE SYMBOL WHISKY AS AN IDENTITY STATEMENT

These distinct relationships reveal how whisky moves beyond being a beverage to becoming a cultural companion that people integrate into their lives in different ways…. THE ENTHUSIAST THE RITUALIST For them, whisky is a craft to be understood and mastered. Their curiosity extends beyond the drink to the entire world behind it - distillation techniques, cask influence, regional styles, ageing philosophies. The pleasure of whisky lies as much in learning about the spirit as in drinking it For them, whisky is inseparable from the act of pouring and sharing. It anchors hospitality and the rituals of gathering with friends, colleagues and family. from the act of pouring and sharing. It anchors hospitality and the rituals of gathering with friends, colleagues and family. The enjoyment of whisky here is not about technical mastery but about the social culture that surrounds the drink Brand world they respond to: Craft, heritage, expertise, distillery culture, quiet appreciation Brand world they respond to: Conversation, gatherings, warmth, hospitality, shared stories THE SOCIALIST For them, whisky is defined by how it fits within contemporary culture like bars, music, nightlife. They are comfortable reinterpreting the category through cocktails, highballs and creative formats, seeing whisky as adaptable and relevant to modern lifestyles Brand world they respond to: Mixology, creative culture, collaborations Brands They Seek: Craft-led, expert-driven brands Brands They Seek: Trusted legacy brands Brands They Seek: Culture-driven lif Brands They Seek: Craft-led, expert-driven brands Brands They Seek: Trusted legacy brands Brands They Seek: Culture-driven lifestyle brands THE EXPRESSIONIST They approach whisky as a reflection of their personal taste. The bottles they choose become part of how they express individuality and aesthetic sensibility. Their relationship with whisky is less about tradition and more about finding expressions that feel uniquely their own Brand world they respond to: Personal identity, taste exploration, modern self-expression. Brands They Seek: Brands with clear identity of their drinkers CATEGORY-LED SELF-LED Motivated by whisky itself Motivated by expression of identity

Digital Has Become the New Gateway to Whisky Culture As consumers develop their own relationship with whisky, they increasingly turn to digital platforms to explore the category. From interactive masterclasses and bartender-led tastings to flavour breakdowns on YouTube Shorts and Instagram-style reels, digital content has become a key space where drinkers learn, experiment and deepen their understanding of whisky

Their digital contentverse serves as a segue into exploring their relationship with whisky Inspiration Discovery Inquiry Evaluation Content that sparks curiosity and introduces consumers to the world of whisky Content that helps drinkers explore new brands and navigate the breadth of the category Content that guides consumers toward the whisky that fits their taste, budget etc Content that deepens knowledge for those seeking mastery of the category Travel-related whisky experiences Occasion-related recipes New brands in the market Seasonal recipes Tips for whisky newbies Deep-dive into niches Moment-specific evaluation Branded knowledge of drinking traditions

Category players are actively showing up in consumers lives by owning a cultural role in their world.They are behaving less like product marketers and more like curators, shaping the environments, rituals and identities within which their drink belongs The Peer Landscape

Indri positions itself at the intersection of Indian heritage and contemporary whisky craftsmanship, using social to demonstrate both cultural authenticity and modern sophistication, ensuring that the brand feels simultaneously local in identity and global in ambition. A coherent narrative is maintained across to reinforce that Indri represents the coming of age of Indian whisky BROAD SOCIAL MEDIA PRESENCE Refined, sophisticated, CulturalTONALITY Central narrative engine where each expression is treated as a chapter in Indri’s broader craft journey, allowing the brand to continually evolve its narrative while maintaining a strong anchor in production philosophy and terroir CORE CONTENT NARRATIVE TERRITORY Adopts cues that signal sophistication and draws on the gravitas of Indian heritage while expressing it through a contemporary aesthetic, resulting in a communication style that feels c the gravitas of Indian heritage while expressing it through a contemporary aesthetic, resulting in a communication style that feels cultured and inviting Heritage, Sensory awakening “Awaken to Discover” encapsulates this duality, encouraging consumers to approach the whisky not just as a drink but as an invitation to explore flavours, aromas, and cultural stories. AUDIENCE Indri positions its drinker as someone with refined curiosity and cultural confidence. Appeals to a cohort of consumers who feel that India’s luxury story is maturing and who want their consumption choices to reflect that moment of arrival Sophisticated, culturally rooted, proud of their heritage PRODUCT STORYTELLING EXPERIENCES TYPE Curated tasting sessions, guided whisky explorations, and collaborations with respected voices within the global whisky community Experiences are are designed to simulate the rituals through which enthusiasts traditionally discover and evaluate whisky and reinforce the idea that Indri is not simply a product but a gateway into a collective appreciation of whisky

Build for individuals who have “arrived in life” and see themselves as explorers of taste, patrons of craft Product storytelling references cultural symbolism alongside cues of experimentation and boundary- pushing, ensuring that the brand’s feed becomes an evolving archive of craft exploration MOODBOARD The emphasis on community-led traditions, shared tasting experiences, and curated hospitality allows Indri to signal refinement while building a network of loyal advocates Through its rich tonality Indri reinforces the idea that its whisky is meant to be savoured slowly and thoughtfully, mirroring the rituals of appreciation that define the single malt category

Monkey Shoulder’s social presence is designed to feel like a nightlife and culture page, stepping away from traditional category. The brand’s differentiation comes from reframing whisky as a social accessory that is playful, unpretentious and carries the promise of freedom from rules Urban, Playful, young, energetic, irreverent TONALITY Cues that compete in the cultural economy of “what does a good night look like?” - music festivals, DJ sets, high-energy crowds, and an aesthetic of modern urban fun COMMUNICATION TERRITORY Anti-Snobbery, Party Culture “Monkey Everyday” philosophy acts as an invitation to make the brand part of everyday moments that feel alive: pre-gaming, house parties, gig nights, bar hangs, festival afters AUDIENCE FOCUS Taps into consumers who are drawn to social momentum, cultural participation and see whisky as an experience. afters AUDIENCE FOCUS Taps into consumers who are drawn to social momentum, cultural participation and see whisky as an experience. They are less concerned about category hierarchies and are more about being someone who is “in the mix” Young, Outgoing, Energetic, YOLO life The brand aims for immediacy and relatability, using high-tempo visuals and irreverence to signal that this is a whisky you can bring into your world without changing who you are. It’s not asking consumers to step into a whisky world but it’s stepping into theirs. CORE CONTENT NARRATIVE LIFESTYLE STORYTELLING EXPERIENCES TYPE Exclusively music-first with music fests like Circus that tap on adjacent genre codes of techno and global DJ culture Frame brand-led experiences as cultural moments to create associations that connect the brand to “good nights” within the mental collage by letting the product live naturally inside the occasion. The experiences reinforce the brand’s ambition to build a world that feels larger than whisky as a product BROAD SOCIAL MEDIA PRESENCE

MOODBOARD Through an aesthetic of modern urban fun, the brand is essentially saying “if your weekends are built around music, crowds, and the pursuit of good chaos, Monkey Shoulder is your kind of whisky” The play is not to win on taste superiority, but to win on cultural belonging through strategic brand collaborations : to be the whisky that lives in the most fun rooms, with the most fun people, in the most fun moments. Speaks like the cool instigator in the group chat who knows where the night’s going - mirroring the social tone of the audience it is trying to attract and make the brand feel like part of the same tribe

The brand positions itself not only as a legacy whisky but as one that continues to move with the times, adapting to new consumption habits and social rituals without losing the authority built over generations. This is done through a strong emphasis on cocktail culture to expand the brand into mixed formats and match up contemporary drinking styles BROAD SOCIAL MEDIA PRESENCE Fun, Young, ColourfulTONALITY Strongly anchored in cocktail culture. By placing its whisky within cocktail recipes, bartender collaborations, and mixology- focused content, the brand signals that it understands how younger consumers are engaging with spirits today CORE CONTENT NARRATIVE TERRITORY Bright palettes, dynamic and playful cocktail visuals to signal that it is energetic and contemporary while still carrying the credibility of a legacy name Reimagines whisky as a facilitator of connection and occupies a cu contemporary while still carrying the credibility of a legacy name Reimagines whisky as a facilitator of connection and occupies a cultural space that champions the idea that whisky can live comfortably within modern social life and become reimagined symbol of celebrations AUDIENCE Through cocktail culture, the brand appeals to consumers who are curious about whisky but may not yet identify as traditional whisky enthusiasts. These consumers are open to exploring spirits but prefer formats that feel lighter, social, and versatile Curious, young, experimental, versatile PRODUCT STORYTELLING EXPERIENCES TYPE Branded fashion nights, themed fests Experiences positions the brand within a broader cultural context where the brand becomes associated with good company, good music and relaxed celebration while projecting an aspirational lifestyle scene Social Fun

MOODBOARD To bring “social fun” to life, taps onto moments of social connection, shared celebration, and modern drinking occasions Cocktail recipes, bartender-led collaborations, and visually engaging drink preparations allow the brand to demonstrate how its whisky can be enjoyed in formats that feel lighter, more playful, and more socially adaptable Creator-led cocktail creations, positions brand within the evolving craft of mixology and make it feel more social and creative (away for traditionalist POV)

The idea of Sangam being “crafted for those who savour the world” positions the brand for a very distinctive individuals who see themselves as culturally curious, globally exposed, and comfortable moving between different cultural worlds. At the moment, the audience appears more like a generic premium lifestyle consumer rather than a distinct tribe with a recognisable worldview Experience showcases a wide variety of lifestyle moments - music festivals, café meet-ups, fashion & beauty collaborations, perfume-making workshops. Individually, many of these experiences align with the idea of a refined lifestyle, but collectively they do not yet form a cohesive cultural universe Strong emphasis on product-forward approach ensures that the whisky remains visible and recognisable. However, the storytelling around it often stays within a transactional frame, limiting the larger brand philosophy to come forth BRAND ANALYSIS

BUILD A DISTINCT BRAND TRIBE FOR THE SANGAM DRINKER Peers are building for distinct identities and showing the life of the person who would naturally drink it. Sangam’s audience currently reads as a generic premium consumer. Build a sharper portrait of the “citizen of the world” - culturally curious, globally influenced, collectors of experiences TransLATE “SAVOUR THE WORLD” INTO A CULTURAL UNIVERSE While our peers are actively owning clear experiential signature, our positioning of cultural convergence is not yet expressed as a distinct world consumers can step into. Sangam should become a meeting point of global influences - food, craft, music, travel meeting in one space. Use experiences and digital storytelling to make Sangam the meeting point of global cultures Create content that helps drinkers discover global flavours, traditions and craft. We partner with bartenders, chefs and cultural creators who embody global curiosity Own THE SPACE OF CULTURAL EXPLORATION DIGITALLY

CONFLUENCE food blends global flavours India has always been a From the sacred rivers of the Triveni Sangam to centuries of cultural exchange, influences have continually come together to shape the country. music merges traditions cities carry many worlds stories carry many cultures OUR OUR OUR OUR OUR OUR OUR OUR OUR OUR OUR OUR festivals unite traditions art reflects many influences journeys cross worlds streets echo cultures tastes borrow worlds homes host worlds rhythms blend traditions traditions cross borders sounds carry worlds

The Brand Truth. Sangam is a whisky shaped by influences from across the world, where traditions and ingredients converge in one seamless expression.

Yet today, the brand largely exists as a product, with little narrative or cultural footprint in its storytelling.

How do we do justice to what the brand stands for not just want it functionally brings to the table.. A World Malt A Confluence where worlds meet through people, experiences and collaborations. Through elevated storytelling, Sangam brings its spirit of convergence to life by dwelling into the core essence of a WHICH LEADS US TO..... Confluence A Meeting Point An Intersection A Sangam

SANGAM Exploring the spirit of.. Meeting Point of... perspectives traditions experiences people ideas tastes & stories.

KEEPING WITH US THE...THE CORE SPIRIT A World Malt for the progressive global Indian. Culturally fluid Globally inspired Shaped by many worlds

SO HOW DOES SANGAM BRING THIS CONFLUENCE OF WORLDS TO LIFE? THROUGH TWO DEFINING PILLARS THAT SHAPE THE BRAND & THE LIFESTYLE AROUND IT.

THE SANGAM STORY THE SANGAM LIFESTYLE This pillar focuses on the brand’s narrative and the philosophy behind the whisky. It explores Sangam as a World Malt shaped by global whisky traditions, where influences from East and West come together in a seamless blend. Through stories around its origins, craft, ingredients and the thinking behind the blend, this pillar highlights the brand’s belief in bringing different worlds together in one expression. This pillar captures the lived experiences of people who move through a culturally fluid world. It highlights moments from their lifestyle, across travel, cuisine, music, art and social gatherings, where different influences naturally come together. Through stories, places and experiences, Sangam becomes part of the way people explore cultures, host conversations and enjoy the worlds they inhabit. CONTENT PILLARS

The Art of Hosting Where hosting becomes an expression of taste. Thoughtfully curated gatherings, intimate settings and attention to detail turn simple moments into memorable experiences. Markers of Taste Where taste becomes a statement of identity. Subtle choices, refined rituals and quiet confidence define a standard that values discernment over display. Sangam Story Sangam Lifestyle The World Within The philosophy behind the World Malt. A meeting of global whisky traditions where East and West come together, blending craft, culture and balance into one seamless expression. The Citizen Perspective The mindset of the globally fluent Indian. Shaped by many cultures and experiences, moving effortlessly across art, cuisine, travel and design with a confident global outlook. Codes of Convergence Where cultures intersect and influences blend. art, cuisine, travel and design with a confident global outlook. Codes of Convergence Where cultures intersect and influences blend. Global references interpreted through an Indian lens, creating modern expressions born from many worlds. Cultural Collaborations Where Sangam engages with culture through meaningful partnerships. Art, design, music and culinary collaborations bring together creators and communities to shape shared cultural experiences. CONTENT BUCKETS

Year in Review - Calendar - Exploring the Facets of a Confluence J A N U A R Y Fresh Starts & New Conversations Welcoming the new year with fresh beginnings, new perspectives and conversations that set the tone for the year ahead. F E B R U A R Y The Confluence of Connections Celebrating the relationships and human connections that bring worlds together. A P R I L Enter the Sangam World Introducing Sangam as a meeting point of cultures, where global influences and perspectives converge. M AY The World's Whisky Traditions Celebrating global whisky rituals and serving styles around World Whisky Day. J U N E The Sounds of Sangam Exploring the natural Himalayan sounds of convergence that inspire Sangam. A U G U S T The Spirit of Friendship Celebrating friendships and shared memories over a glass of Sangam. that inspire Sangam. A U G U S T The Spirit of Friendship Celebrating friendships and shared memories over a glass of Sangam. S E P T E M B E R The Craft of Blending Exploring the art and science behind Sangam's World Malt. O C T O B E R The World of Pairings Discovering how global cuisines pair with whisky. N O V E M B E R The Spirit of Gifting Celebrating Diwali through thoughtful gifting with Sangam. D E C E M B E R A World in Celebration Embracing festive moments where cultures come together. M A R C H The Confluence of Art Forms Celebrating how different artistic worlds of music, design, food and craft, come together to create new expressions inspired by Sangam. J U LY The Monsoon Confluence Exploring how the season of rain brings people, places and experiences together over a glass of Sangam.

C A M P A I G N S T R A T E G Y · A P R I L – J U N E 2 0 2 6 9 0 D A Y P L A N - 3 M I N I C A M P A I G N S A C R O S S 3 M O N T H S

ENTER THE SANGAM WORLD A world where every convergence is an expression of who we are. April marks the opening chapter of the Sangam story, inviting people into a universe shaped by heritage, craft, and shared moments, because this is where.... traditions meet modern expression, gatherings become rituals, every pour becomes a moment of connection.

BRINGING THE THEME TO LIFE ENTER THE SANGAM WORLD The Sangam Universe Film A cinematic brand film that unveils the Sangam Universe, where a single bottle becomes the gateway to a world of heritage, craft, and expression. The Sangam Journey An episodic storytelling series that brings the universe to life through warm, immersive narratives celebrating tradition, character, and the spirit of Sangam. The Sangam Stamp Book A brand-led activation that allows people to take a piece of the Sangam Universe with them, extending the world of Sangam beyond the bottle and into lived experiences. A world where confluence meets expressions.

I D E A 0 1 A cinematic story where different cultures and experiences converge into one shared moment. THE SANGAM UNIVERSE FILM

A cinematic film introducing the Sangam Universe, where different cultures and experiences converge. An Indian protagonist walks through doors into different cultural worlds of music, people and conversations. The journey ends with all worlds gathering together, reflecting the philosophy of Sangam: many worlds, one expression. CORE IDEA: THE SANGAM UNIVERSE FILM Where different worlds meet.

Brand Integration The film unfolds as a seamless cinematic journey, with each transition revealing a new cultural world. • Room Transitions: Each door opens into a distinct cultural space like music, art, food and social gatherings • Cultural Encounters: Conversations and interactions reveal moments where different cultures merge. • The Convergence Moment: The film ends with all worlds gathering together in one shared celebration. EXECUTION As the protagonist moves through different worlds, these cues become the thread connecting every experience. The film ultimately brings Sangam’s philosophy to life — where different worlds meet and converge into one seamless expression.

I D E A 0 2 A journey that mirrors the philosophy of Sangam, two worlds converging into one shared experience. THE SANGAM JOURNEY

A digital episodic series where one Indian and one international creator meet as strangers and travel across India together. As they journey toward the Himalayas where Sangam is crafted, they explore food, culture and landscapes. Their journey mirrors Sangam itself with two worlds coming together through shared experiences. CORE IDEA: THE SANGAM JOURNEY Cultures are best understood through experience. The places we travel, the food we share and the people we meet reveal how worlds come together, much like Sangam, born from Eastern heritage and Western craft.

Brand Integration The series unfolds as a travel-led cultural exploration, where each stop reveals a new influence shaping the spirit of Sangam. • The Route: From vibrant cities to hidden cultural pockets, each destination reveals a different side of India. • Shared Discoveries: Food, music and local traditions become moments of exchange between two different perspectives. • The Final Stop: The journey culminates at the Rampur distillery in the Himalayas. EXECUTION By experiencing India through different lenses, the journey reflects Sangam’s essence, many influences coming together in one expression.

I D E A 0 3 A collectible passport in the Sangam universe. THE SANGAM STAMP BOOK

A collectible Sangam Stamp Book inspired by travel passports, where each stamp marks a moment of cultural convergence. Consumers unlock stamps by exploring places, visiting select bars or attending Sangam experiences. Over time, it becomes a personal passport into the Sangam universe. CORE IDEA: THE SANGAM STAMP BOOK Travel expands perspectives. Every place and culture becomes a meeting point of worlds. Sangam reflects this spirit of discovery that influences coming together in one seamless expression.

Brand Integration The Sangam Stamp Book grows as people discover new cultural experiences. • Digital Stamp book: A collectible passport where consumers unlock stamps through experiences. • Cultural Moments: Stamps represent worlds like cuisine, music, art and travel. • Physical Collectibles: Limited-edition stamp cards available at partner bars and cultural venues. EXECUTION Each stamp reflects a moment where cultures and experiences meet, building a personal archive of discovery. A growing passport into the world of Sangam.

MAY T h e C u l t u r a l E x p l o r a t i o n

EXPLORING THE SANGAM WORLD A journey through the traditions, rituals, and cultures that shape the world of whisky. Having opened the doors to the Sangam Universe in April, May invites audiences to explore it further. Across cultures, whisky has been shaped by different traditions, rituals, and ways of bringing people together. Through Sangam, we celebrate how one spirit can be expressed in countless ways around the world. This month, Sangam becomes a guide to the...many cultures of whisky!

BRINGING THE THEME TO LIFE EXPLORING THE SANGAM WORLD THE WORLD’S WHISKY CONVERSATIONS A conversation-led series where whisky makers, bartenders, and cultural voices share the traditions and rituals that shape whisky across the world. THE GLOBAL MIXOLOGY SHOWCASE A creator-led mixology series where bartenders from different cultures reinterpret whisky through their own ingredients, techniques, and traditions. THE SANGAM SECRET MENU A curated hidden menu at select restaurants featuring limited-time cocktails inspired by whisky traditions from around the world. A exploration of culture, conversations and creations.

I D E A 0 1 Exploring the world’s whisky traditions, one conversation at a time. THE WORLD’S WHISKY CONVERSATIONS

A digital video series where a well-known Indian cultural voice hosts conversations exploring whisky traditions from around the world. Guests share how whisky is enjoyed in their cultures from rituals and techniques to personal stories. Each conversation shows how Sangam fits naturally within global whisky culture. CORE IDEA: THE WORLD’S WHISKY CONVERSATIONS Across cultures, whisky is enjoyed differently from Japanese highballs to Scottish drams and American cocktails. Sangam sits at the intersection of these global whisky traditions.

Brand Integration The series unfolds through episodic conversations celebrating global whisky culture. • Cultural Conversations: Guests include chefs, bartenders, travellers and cultural personalities. • Global Traditions: Each episode explores a different whisky culture from Japanese highballs to Scottish drams and American cocktails. • World Whisky Day Build-Up: Episodes release leading up to and after World Whisky Day (16th May) EXECUTION Sangam remains at the center of every conversation, positioning the brand as a whisky that belongs within the world’s whisky traditions.

I D E A 0 2 A global mixology showcase celebrating how cultures reinterpret whisky. THE GLOBAL MIXOLOGY SHOWCASE

A large-scale mixology showcase at Lord of the Drinks (one of Asia’s largest bars), where top bartenders reinterpret global whisky traditions using Sangam. Each creates a signature cocktail inspired by a different whisky culture, turning the event into a live celebration of global whisky creativity. CORE IDEA: THE GLOBAL MIXOLOGY SHOWCASE Across cultures, mixology transforms whisky through flavour, technique and creativity. From Japanese precision drinks to American classics, cocktails reflect how cultures reinterpret whisky.

Brand Integration The showcase brings together India’s leading mixologists to reinterpret whisky traditions from around the world. • Global Cocktail Interpretations: Each mixologist creates a drink inspired by a different whisky culture. • Interactive Cocktail Stations: Guests explore multiple stations, sample cocktails and discover different interpretations. • World Whisky Day Celebration: A large-scale event bringing together bartenders, creators and whisky enthusiasts. EXECUTION Sangam becomes the common thread across every cocktail, positioning the brand at the centre of modern global whisky culture.

I D E A 0 3 A hidden menu celebrating whisky traditions from around the world. THE SANGAM SECRET MENU

A limited-time secret menu across select restaurants and bars featuring exclusive Sangam-based cocktails inspired by global whisky traditions. Accessible through whisky clubs, insider communities and Sangam’s digital platforms, the menu turns discovery into part of the experience. CORE IDEA: THE SANGAM SECRET MENU Every culture interprets whisky differently through flavours, pairings and rituals shaped by local tastes. Sangam celebrates this diversity by bringing global whisky inspirations into local culinary spaces.

Brand Integration The secret menu creates exclusive discovery moments for whisky enthusiasts across cities. • Restaurant Collaborations: Select venues introduce off- menu Sangam cocktails and pairings inspired by global whisky cultures. • Insider Access: Menus unlocked through whisky clubs, communities and Sangam’s digital platforms. • Nationwide Build-Up: Experiences roll out across cities leading up to World Whisky Day. EXECUTION Sangam becomes the spirit that connects global whisky inspirations with local experiences, bringing the world’s whisky traditions into one shared discovery.

JUNE T h e E x p e r i e n c e O f S a n g a m

EXPERIENCING THE SANGAM WORLD An immersive dive into the sounds and rhythms that shape Sangam. In the Himalayas, sound is born where elements meet. Clouds brush mountain peaks, rivers converge into powerful flows and winds move through ancient forests. Much like Sangam itself, these moments of confluence create a rhythm that feels both natural and powerful. In June, Sangam captures these sounds and transforms them into a musical expression of the brand; celebrating the moments, rhythms and sensory experiences that bring the spirit of Sangam to life. June invites audiences to experience the world of Sangam through a different lens of sound.

BRINGING THE THEME TO LIFE EXPERIENCING THE SANGAM WORLD THE SANGAM SOUNDSCAPE A unique musical collaboration that transforms the natural sounds of the Himalayas like rivers, wind and rain into a signature Sangam track. THE SANGAM SYMPHONY A live musical performance where renowned musicians recreate the sounds of the Himalayas using both classical and modern instruments. THE SANGAM SOUND CHART A Spotify Top 50 chart celebrating songs where musical worlds meet blending languages, instruments and cross-cultural influences. An immersive dive into the sounds and rhythms that shape Sangam.

I D E A 0 1 Turning the natural sounds of the Himalayas into music. THE SANGAM SOUNDSCAPE

Capture the natural sounds of the Himalayas and transform them into music. Live recordings of rivers, wind and mountain rain become the foundation for a collaborative musical project where renowned artists create one signature Sangam track. Each element of the track draws from a different natural convergence point, turning the landscape that inspires Sangam into a single seamless composition. CORE IDEA: THE SANGAM SOUNDSCAPE In the Himalayas, sound is born where elements meet where rivers converge, clouds brush mountain peaks and winds move through forests. These natural moments of convergence shape the landscape where Sangam is distilled.

Brand Integration The project turns Himalayan soundscapes into a musical expression of the brand. • Field Recordings: Capture natural sounds where elements meet across the Himalayan landscape. • Musical Collaboration: Artists and producers reinterpret these recordings into original compositions. • Sound Collection: The result becomes one signature track or a series of pieces inspired by different convergence points. EXECUTION Nature’s raw sounds merge with musical artistry, mirroring the philosophy of Sangam, where distinct elements come together in harmony.

I D E A 0 2 A live musical performance inspired by the sounds of Sangam. THE SANGAM SYMPHONY

Bring The Sounds of Sangam to life through a live musical performance. Renowned musicians reinterpret the Himalayan soundscapes through classical and contemporary instruments. CORE IDEA: THE SANGAM SYMPHONY Music, much like nature, finds harmony when different sounds come together. When instruments, rhythms and influences meet, they create something greater than their individual parts.

Brand Integration The performance becomes a live cultural experience inspired by the origin of Sangam. • Iconic Venues: Hosted at cultural spaces such as opera houses or performance halls. • Musical Interpretation: Artists perform compositions inspired by rivers, winds and mountain landscapes. • Immersive Performance: The audience journeys through the sounds that shape the spirit of Sangam. EXECUTION A cultural performance that transforms Sangam’s origin into music, celebrating the harmony created when worlds meet.

I D E A 0 3 A Spotify chart celebrating songs where different musical worlds meet. THE SANGAM SOUND CHART

Introduce The Sangam Sound Chart in collaboration with Spotify. A curated Top 50 chart featuring songs where musical worlds meet through multiple languages, blended instruments and cross-cultural influences. The chart becomes a snapshot of how modern India listens to music today. CORE IDEA: THE SANGAM SOUND CHART Across cultures, music evolves when sounds come together where languages blend, instruments merge and global influences shape new expressions. These moments of musical convergence reflect the philosophy of Sangam.

Brand Integration The initiative celebrates musical convergence across cultures. • Spotify Collaboration: Sangam partners with Spotify to release the annual Sangam Sound Chart. • Curated Selection: Songs are selected based on moments of convergence, such as two languages in a track or the blending of different musical instruments and styles. • Listener Participation: Users create and share their own Sangam-inspired playlists, drawing from the chart and celebrating music where cultures meet. EXECUTION Just as these songs blend influences from different worlds, Sangam brings together global whisky traditions into one seamless expression.

The Cologne Of Confluence DIGITAL & EXPERIENTIAL ACTIVATION 1

The experience of whisky begins with aroma. Before the first sip, notes of fruit, spice and oak reveal the character of the spirit. Sangam itself is built on this complexity; a World Malt where ingredients and traditions from different parts of the world converge in one seamless expression. As audiences explore flavour through multiple senses, Sangam extends this ritual of discovering aroma into a new format: scent. Through The Cologne Of Confluence, the aromas within Sangam are reimagined as a personalized fragrance experience.

An interactive digital experience where people create a fragrance inspired by the ingredients found in Sangam whisky.

Through a dedicated microsite, users explore aromatic notes from the whisky — citrus, fruit, spice, oak and honey, blending them to craft a unique scent. Each fragrance can be named and personalized, turning it into a distinctive keepsake or gift. By transforming whisky aromas into scent, Sangam invites audiences to experience the spirit through a new sensory expression.

Execution | Expansion • Digital Creation Platform: A microsite where users explore the aromatic ingredients found in Sangam whisky and blend them to create a personalized fragrance inspired by the spirit. • Personalized Gifting: Participants name their fragrance and order it as a customized bottle, turning the experience into a unique and personal gift. • Live Perfumer Experience: At select experiential events, guests work with master perfumers who recreate their chosen blends in real time, translating whisky notes into bespoke fragrances. • Cultural Amplification: Content creators, perfumers and whisky experts document the process of translating whisky aromas into scent, highlighting how flavour, culture and craft converge in Sangam. Tap on the image for the microsite

The Sangam Sessions CREATOR COLLABORATION IP 2

Creativity today rarely exists within one world. Music blends genres. Cuisine merges traditions. Design borrows from cultures across continents. The most interesting ideas often emerge when two very different perspectives meet. Sangam itself is built on this philosophy; a World Malt shaped by the convergence of global influences, traditions and craft.

The Sangam Sessions is a creator-led content IP where influencers from completely different cultural spaces are paired together to create something unexpected.

Each collaboration begins with two different perspectives and unfolds into a shared creative outcome. The contrast between their worlds becomes the catalyst — revealing how unexpected pairings can produce something richer than either could alone. Through these creative encounters, Sangam celebrates the harmony that emerges when different influences converge. A musician with a visual artist. A chef with a designer. A photographer with a traveller.

Execution | Expansion • Creator Pairings: Influencers from different creative niches are paired together to collaborate on a shared piece of content. • Creative Challenge Format: Each episode presents a simple brief that forces both creators to merge their disciplines into one outcome. • Documented Collaboration: The process, the conversations, experimentation and unexpected moments, becomes the core storytelling. • Cultural Amplification: The series expands through social platforms, creator channels and community participation, building an ongoing narrative around creativity born from convergence.

A digital cultural museum that celebrates art created at the intersection of influences. Artists across disciplines create works that represent a Sangam of cultures, mediums and perspectives.

Each piece represents a moment of creative convergence, where different traditions, styles or influences come together to form something new. Alongside works by renowned creators, the platform opens a global call for entries, inviting emerging artists to submit their own interpretation of Sangam. Through a dedicated microsite, visitors explore a curated collection of artworks across disciplines of visual art, music, design, fashion, film and culinary craft.

Execution | Expansion • Digital Sangam Museum: A curated microsite showcasing artworks where different cultures, mediums or influences converge. • Artist Collaborations: Renowned creators across disciplines launch each edition with their interpretation of Sangam. • Open Call for Entries: Artists and creators submit works that represent their own “Sangam” across art forms. • Living Cultural Archive: Selected works become part of the evolving Sangam Museum, celebrating the convergence of creativity each year. Tap on the image for the microsite

I D E A 0 1 THE SANGAM OF FLAVORS A visually striking carousel brings Sangam whisky’s layered flavor notes to life. Each slide features the Sangam bottle immersed in its key ingredients, highlighting the depth and richness of its profile and all of it meeting together at one point; Sangam. APRIL IDEA

I D E A 0 2 A SIP THAT TAKES YOU PLACES An engaging half-and-half treatment showcases how a sip of Sangam whisky can transport you to different worlds. One side shows an individual enjoying the whisky in a familiar setting, while the other transforms into landscapes inspired by places like Scotland, Europe, or India. MAY IDEA

I D E A 0 3 MAY IDEA THE TABLE OF SANGAM A refined static where Sangam whisky is at the center of a classy dinner setting. The image features an elegant table with the Sangam bottle placed alongside two to three filled glasses, hinting at a shared moment.

I D E A 0 4 JUNE IDEA POURED FROM AROUND THE WORLD An ASMR-style reel captures the making of a Sangam drink, celebrating the joining that defines the whisky. As the drink is slowly poured and built in the glass with the Sangam bottle beside it, the background seamlessly transitions across iconic landscapes bringing the spirit of Sangam to life.

I D E A 0 5 JUNE IDEA THE SANGAM SWIRL A short reel centers around the circular motion of a Sangam drink being stirred, symbolising how one glass brings together influences from around the world. Shot from a top angle, the swirling motion gradually transitions into iconic landscapes like Miyajima in Japan, Hawa Mahal in India and the green Scottish Highlands.