Post Thumb
Click on the Image to watch the Video

With an aim to refresh the brand, Britannia Bourbon launched a series ‘Bourbon Friends Forever’, starring two of the popular digital content creators and comedy artists Abish Mathew and Mallika Dua.

Bourbon Friendly Matches brought these two YouTube heavyweights on a stage where they both have to prove their friendship by taking a seven-step challenge, each challenge testing an attribute of their friendship which the brand arrived at after intense consumer research. The campaign was co-conceptualised and executed by JWT.

The campaign performed well on YouTube with impressions of 218 lakh and views of 98 lakh exceeding all targets and expectations. Facebook too witnessed a high engagement of 42k+ in likes and shares.

Commenting on the initiative, Ali Harris Shere, VP, Marketing, Britannia Industries, said, “Through this campaign, the brand wanted to create a world of friendship that is real and unpretentious. Although the web series catered more to the youth, our target audience was not constrained by age, as this feeling of friendship cuts across all ages, including adults for whom moments spent with their best friends is a pivot on which their life revolves. We wanted to find a place in each friends’ group and this campaign was our first salvo in that direction. Collaborating with Abish and Mallika has given a much-needed boost to the campaign and we hope to amplify the brand sentiment through their comic talent.”

Commenting on the ideation process of the content initiative, Priya Shivakumar, Executive Creative Director, JTW, said, “To bring this alive, we decided to look for two young internet icons who spoke the language of the youth, two of them who were also BFFs. Our search ended with Abish and Mallika – two stand-up comedians and darlings of the internet with a huge follower bases and BFFs in real life. They fit the bill perfectly. The beauty of this seven-part challenge was that not only does it make you laugh out loud, but it also urged you to prove your friendship with your BFF by taking those challenges.”

‘Bourbon Friends Forever (BFF)’ received phenomenal success among the youth in the country.

YouTube Videos:

Part 1 -

Part 2 –

Part 3 –

Part 4 –

Part 5 –

Part 6 –

Part 7 –

Disclaimer: The data related to the performance of the campaign has been claimed by brand/agency/platform/creator. has not verified the authenticity of the data and hence is not responsible for any counter claim by any other party

How has your content initiative made a difference to the brand’s purpose? Have a case study to showcase your great work and get noticed? Write in to Tejal Parmar at