One benchmark of success? Gilbey's had originally set out to gather one million signatures, but in the finally reckoning, managed to get 2.1 million signatures from cricket fans wishing the Indian cricket team good luck. As Gilbey's is positioned as a mass-market whiskey, the campaign would have allowed the brand to gain exposure in the target audience.

Pointing out that the signature-campaign was not a purchase-related event, Sunil Lulla, vice-president, marketing, United Distillers & Vintners (UDV): ``All Gilbey's set out to do was capture the passions of Indians --and build awareness for the brand.'' The multi-media campaign was spread over TV, newspapers, and localised promotions. Says Lulla: ``We built significant awareness for Gilbey'sGreen Label. A recent measure of awareness put us at number three, amongst spirits brands.''

In addition, he adds: ``Trade confidence in the brand went up significantly, as we were involved in the basic passions of Indians, consumers were excited by the brand. Gilbey's Green Label was the first spirit brand to ride the World Cup crest --a huge competitive advantage.''

The Gilbey's signature campaign was launched on April 7, 1999 and rolled across 73 cities around the country simultaneously till April 16, 1999. The ratification for the Guinness entry took place on April 21, 1999 --on that day, the three-tonne banner was presented to Azharuddin, the Indian captain. The banner covered cities like Cochin, Panjim, Calcutta, Aurangabad, Ambalal, Patna, etc.

With a current market of two million cases, Gilbey's is positioned as the `popular choice of the masses'. While Gilbey's was able to reach out to the mass market consumer across 73 locations, it also exposed its brand to high profile Indians in each cityfrom the chief minister of Rajasthan to the police commissioner of Bangalore --and celebrities like the Maharaja Gajh Singh of Jodhpur, ghazal singer Talat Aziz, and former test cricketer K Srikant. At the end of the World Cup, Gilbey's has something to cheer about.