A New Era of Luxury for Johnnie Walker Starring Priyanka Chopra Jonas
Conceptualised by Virtue Worldwide, ‘Can’t Stand Still’ for Johnnie Walker Refreshing Mixer Non-Alcoholic celebrates continuous progress, exploration and new experiences. Starring Priyanka Chopra Jonas, the campaign marks 25 years of the brand’s ‘Keep Walking’ philosophy, embodying restless freedom and a refusal to be stagnant – a message that resonates with India's dynamic changemakers.
Indian youth are rewriting the rules of luxury, moving beyond just exclusivity, and this new idea reflects individuality, bold self-expression and a desire for experiences that are unique, unapologetic, dramatic and brimming with vibrant energy.
In this interview with LBB’s Sunna Coleman, creative head, Hayden Scott and strategy director, Saumya Baijal take us behind the scenes on the new direction for the brand and their collaboration with Priyanka.
LBB> Firstly, we’d love to hear about the brief from the client. What were you tasked with and what were your ideas in the early stages?
Hayden> The client’s brief to us was to commemorate 25 years of Johnnie Walker’s ‘Keep Walking’ tagline with a campaign that added a new dimension to the indomitable spirit of the brand. Moreover, this campaign was meant to be Johnnie Walker’s first foray into the world of luxury.
LBB> How did you land on the final idea and why was Priyanka Chopra Jonas the perfect fit?
Hayden> The best way to create something iconic is to partner with an icon. Priyanka Chopra Jonas was the perfect fit because she is a true embodiment of the spirit of ‘Keep Walking’. She is an actor, musician, entrepreneur, producer – she wears many hats and it was this multidimensionality that stood out for us.
The creative brief that Virtue crystalised therefore was: ‘multiple walks make life fuller’. The more you do, the more fulfilling and rich your life becomes.
LBB> The campaign captures the continuous pursuit of new experiences, celebrating a new era of luxury for India's dynamic changemakers. Tell us about the segment of the Indian market you are targeting and what they are looking for.
Saumya> The target was young luxury lovers in India – a growing breed of restless, curious, multi hyphenates who believe progress today lies in multidimensionality. ‘I can’t stand still’ captures the voice and aspiration of this new generation with fun and playfulness.
LBB> What were some of the creative/strategic challenges on this project and what solutions did you come up with?
Hayden> Creatively the challenges were primarily around creating a script that spoke to who Priyanka Chopra Jonas ‘could be’ rather than an ode to her past laurels. It was very important for us to be constantly forward-facing rather than lean back into the past.
Moreover, we had to write something that would capture the childlike joy and restless energy of someone who lives the spirit of ‘Keep Walking’ and write it in a fashion that is true to the unique voice Johnnie Walker has honed so carefully over the years.
LBB> What was your reaction to the finished work?
Saumya> We are extremely happy with the way it has turned out. The use of Dua Lipa’s ‘Levitating’ for the film certainly is the cherry on the cake!
LBB> What feedback and results have you received for the campaign so far?
Saumya> Early feedback has been overwhelmingly positive and we hope to see that momentum build further with all that we have planned in the next few months.
