: Brand Saga: McDowell’s No.1, leveraging ‘yaari’ as the base of all things content… #IndiaNEWS #Brand Saga Delivering some of the finest ‘Yaari’ lessons through its extraordinary yet emotional

Brand Saga: McDowell’s No.1, leveraging ‘yaari’ as the base of all things content… #IndiaNEWS #Brand Saga
Delivering some of the finest ‘Yaari’ lessons through its extraordinary yet emotional storytelling over several decades now, McDowell’s No. 1 advertising journey is worth reliving. In the second part of this Saga, we revel in their Yaari proposition.

Last week we explored the nuances of how McDowell’s No. 1 went onto epitomize the content marketing play with its long-running content IP, ‘No. 1 Yaari’, launched in 2014, celebrating the innocence that we share with our friends and the unsinkable bond. Today we take walk through some of the best ‘No. 1 Yaari’ campaigns from the stable of McDowell’s No. 1 advertising journey and the brand’s tryst with digital.

‘No. 1 Yaari’ Ke Naam

Post the roll out of the 7-minute long viral musical sung by Mohit Chauhan, there was no stopping for McDowell’s no. 1. In 2016, the brand created yet another long format film – this time- the story embraced within 5 minutes, titled ‘Yaaron Se Bane Hum’.

Teaming up with its creative partner of many years, DDB Mudra Group, McDowell’s No. 1, through the film aimed at representing a new perspective on celebrating the bonds of friendship. The poetry verses ‘khattey meethey dukh sukh ke pal, apne yaari ke hisse hain’ penned down by Sonal Dabral (then chairman and chief creative officer, DDB MUDRA Group) struck a chord with almost every age group who cherished their friends and treasured the fond memories.

The film’s core messaging lied in discovering how the people closest to us, transform us in a moment, walk with you through lifes toughest journeys and help you sail through its greatest challenges and this is the bond that inspires us.

In the same year, collaborating the undying spirit of cricket and the brand’s identity of bringing friends (yaar) together, McDowell’s No. 1 Soda designed a campaign using Facebook Live to make merry out of the honored tradition of sports-loving friends coming together to watch a game.

Harping on the craze for 2016 T20 Cricket World Cup, the company set out to encourage people to come together and hail Team India through the ‘Yaari Nibhao, Jeet Manao’ campaign.

To build up the campaign, the brand brought youth icons, Rannvijay Singh and Manish Paul under one roof for a Live act on Facebook where millions were witness to the duo was making and fulfilling wackiest ‘yaari promisep?&H?[??H?[??X?[?XH??]??[XHX]???????????]???^?H???H???]?X[????????[??Y[??H?[?X]??]??[XH??????M???^XX?HX??]??