Mercedes Manuel model guarantees automatic success in Mumbai

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Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.

I am sure that Diageo India Managing Director Asif Adil (pictured above) has many tough days at the office like all of us. But you have to admit that he looks like a man who enjoys his job immensely in this picture of him launching a spectacular new retail promotion at Chhatrapati Shivaji International Airport in Mumbai.

Adil is pictured with two of India’s higest profile models – one a luxury Mercedes-Benz C-Class 200 Kompressor, the other even more likely to get male hearts racing, Indian supermodel Nina Manuel.

Ms Manuel was on hand to unveil the (automatic) Mercedes at Diageo’s pioneering ‘Johnnie Walker Win a Mercedes-Benz’ Contest, open to customers spending at least US$58 on Johnnie Walker products at DFS’s Arrivals or Departures stores.

Diageo India is no stranger to high-profile promotion prizes. In the past it has even given away an apartment (in Cochin), but this campaign may be its most popular yet. Certainly bringing in the stunning Ms Manuel was a good way to start – she has no fewer than 37 pages on Google with entries dedicated to her (The Moodie Blog insists on doing its research properly, you understand).

On a serious note, this is another prime example of Diageo putting its money where its mouth is in terms of retail investment; in-store theatre; driving penetration and enhanced average spend; and partnering with retailers.

In our recent year-end review (see the latest issue of The Moodie Report Digital Print Edition) we voted Diageo’s ‘Join the Pact’ anti-drink driving campaign our promotion of the year, noting that it was “highly progressive, socially conscious and impressively interactive at a consumer level”.

The Mumbai promotion ticks most of the same boxes. Certainly if you’re going to drive passenger conversion, there aren’t many better ways to do it than with a Mercedes-Benz C-Class. Especially when it comes with its own Manuel.

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