/buzzincontent-1/media/agency_attachments/ovtHKkiRFrKggtFNaCNI.png)
Follow Us/buzzincontent-1/media/media_files/2025/08/13/sohari-2025-08-13-15-09-10.png)
New Delhi: Soorahi, a blended whisky brand from Uppal Brewers and Distillers (UBD), has launched its first digital campaign, ‘Spirit of Discovery’, ahead of India’s 79th Independence Day.
The campaign’s theme is linked to the brand’s name, ‘Soorahi’ (“soo” meaning good, and “raahi” meaning traveller), and focuses on encouraging people to explore lesser-known destinations, cultures, and traditions across the country. One element of the campaign is a travel contest, with selected participants receiving a sponsored trip to a lesser-known location in India.
According to UBD, the campaign rollout includes a teaser video series, followed by a jingle film promoting the idea of exploring India’s hidden beauty. Influencer-led reels feature content creators such as Prabhav Sharma (justshoot_it_), Dev (footloosedev), Raul Brady (raulbrady), and Raghav Rai Ralhan (Raghav.rai.ralhan), highlighting music, crafts, and cultural aspects of different locations.
On-ground vox pops were conducted at public spots in Delhi and NCR, including Cyberhub and Connaught Place, with the brand reporting public participation. The campaign will conclude with a film on August 14, recapping the locations, art, and cultural elements featured in the initiative.
“Soorahi was born from the spirit of discovery of flavours, of traditions, and of our own Indian identity. This campaign is our ode to that passionate, hopeful search that has always defined India. Whether it's the traveller, the creator, or the dreamer, everyone carries a spirit of discovery within. We’re just here to raise a glass to it,” said Subrajit Majumdar, Head of Marketing, UBD.
Watch the campaign films: