Ballantine’s: From heritage to self-expression.

Pernod Ricard / Music. A brand strategy for Ballantine’s by Asymmetry Brandworks.

Problem

Ballantine’s global Stay True philosophy was admired, but could feel distant from younger Indian consumers.

Insight

We never stop loving what we start. We just stop playing it. Countless guitars sit unused beside unfinished passions.

Strategic move

Turn “Do What You Love” into a reason to begin again.

What we built

Re:Play. A cultural act inviting people to pick up the guitar, and a part of themselves, again.