William Lawson’s No Rules Room comes to Gurugram to challenge Rules and Conventions

New Delhi, 22nd November 2019: Staying true to its unconventional and bold personality, William Lawson?s begins the Winter Season by challenging the conventions. The activation, held on the 16th November, brought alive the brand?s ?No-Rules? philosophy of ?Challenge rules and live life on your own terms.''

On Saturday, Gurugram experienced the William Lawson?s ?No Rules Room? engaging the spectators at a physical experience. Consumers were welcomed to a rugged pop-up room with ?No Rules? room callouts spread across the space. Individuals were asked the one rule that they wished to challenge once they walked in the boldly disruptive #NoRules room. The individual?s rule was then captured as a mug shot, relayed outside on a huge LED screen. After stating the rule they intended to challenge, participants were given a weapon of their choice and an inanimate object to channel their frustration and passion for convention challenging. The experience was attended by top city bloggers and content creators, all united at the #NoRules room to challenge conventions. The onlookers were engaged by a huge LED screen outside which displayed slow motions snippets of consumers stating, challenging and breaking accustomed and traditional rules. The daring experience activity of wrecking rules was concluded with the participants enjoying a glass of William Lawson?s Scotch at a retail outlet in the nearby and polaroid mug shots to archive this memory.

Living in a world full of rules and conventions that are clich? and have lost their reason for why they were there in the first place, William Lawson?s bold and disruptive activation offered an on ground experience to challenge the norm by smashing inanimate and sharing perspectives and share of voices through bold, strong and emotive conversations on rules.

Holding a larger share in the spirits market globally with a strong hold in European market, William Lawson?s is one of the fastest growing value Scotch brands in the world. Introduced in 1849 by William Lawson, it is a classic blended Scotch whisky with big bold fruity taste. William Lawson?s is India?s first scotch brand to create massive disruption in an unconventional manner at on-trade accounts. In its attempt to build a strong connect with sporting occasions, William Lawson?s challenged convention by stealing the share from beer and ventured into live sporting occasions through a bigger, bolder and more challenging approach - covering all major leagues- IPL, EPL & FIFA, creating unique consumer experiences at on-trade accounts.

?William Lawson?s is an ambitious brand that aims to disrupt pretentious scotch category codes through unconventional and disruptive marketing routes. The brand stands for challenging conventions and redefining the rules, touted to redefine general Scotch perception around a conventional Scotch drinker. With the No Rules room, we are thrilled to offer a real time experience to our consumers to challenge norms and have a point of view in their own unique subjective way? says Mr. Anshuman Goenka, Head of Marketing ? Bacardi India Pvt. Ltd

In lieu of this, let us know your interest in speaking with Mr. Anshuman Goenka, Head of Marketing ? Bacardi India Pvt. Ltd. who will be happy to elaborate further on their strategy to drive a bold Scotch brand in India through disruptive and clutter breaking marketing routes.

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