United Spirits Limited (USL) is the one of the largest liquor giants in the world, with a range of well-recognized brands across whiskeys, vodka, wines, and other spirits. With the launch of Spiritz & More, a multi-brand retail chain for an array of liquor choices, United Spirits Limited (USL) created a new ecosystem for meaningful consumer engagement and a good shopping experience across the Indian market. Going one step further, USL wanted to engage with its large consumer base through the popular digital channel, including social media, in order to stay connected with them and meet their growing expectations while offering new experiences and accessibility.
Given this mandate of transporting the Spiritz & More experience and its essence onto the Internet, Interakt was faced with the unique challenge of having to market the brand without explicitly marketing its products, owing to the strict Indian regulations banning the marketing of alcohol.
USL being an organization with multiple business lines, each supporting a different set of marketing initiatives and capitalizing on various aspects of Indian interests such as cricket, movies, fashion, and so on, care was also required to ensure that the online Spiritz & More experience remained completely aligned to its core focus on glamor and lifestyle.
Meeting these challenges head on, Interakt conceptualized and delivered a complete solution called SpiritizandMore.com, a comprehensive portal offering content on the latest parties in different towns, USL events, information on spirits, responsible drinking, and contests; a community section to encourage user participation through blogs and the creation of social networks; and Facebook and Twitter presence with daily updates on events, parties, portal updates, and contests.
To keep the platform relevant and up to date during this long-term engagement, Interakt employed the following channels to derive fresh content:
One of the notable highlights of the entire initiative was the engagement of photobloggers across the country to cover the USL events and provide content on the different channels like the portal, Facebook, and Twitter, in addition to contributions from fashion designers and professionals attending the events.