Handled by Mumbai-based HTA, the Smirnoff TVC is expected to break in youth-centric channels by mid-May. ``The objective of our campaign is to reach out to a minimum of 40 per cent of consumers at least two-three days a month,'' says Deepak Roy, managing director, UDV.

While the earlier global campaign was aimed at establishing the vodka brand Smirnoff in the white spirits market, the new India-centric campaign's task is to tap the whisky consumers.

Says Roy, ``Smirnoff is a product of the future for us.'' Smirnoff accounts for around 10-12 per cent of volumes but it is a ``significant profit-driver" for UDV. The white spirits market, which is put at around 1 per cent of the IMFL market, is expected to grow annually at around 35 per cent.

To promote mellow-coloured scotch brand J&B, UDV will launch a slew of on-institution promotions. Without building associations in sports (it discontinued the sponsorship of Baroda Golf Club last year) and any campaign (last time it ran a TVC in 1996), this fiscal UDV is planning to maintain one thematic event a fortnight at upscale night clubs, bars and pubs in Mumbai and Delhi. UDV also plans to associate the brand with the performance of dancers and singers from different countries.

The thematic parties will be linked to ritualistic activities like Karoake nights and aim at converting young whisky consumers in the age group of 25-25 years.

J&B is also expected to be promoted during Johnnie Walker events. UDV has already tied up with a chain of pubs to organise Johnnie Walker Karoake Nights for every Monday and Sunday.

As for its flagship scotch brand Johnnie Walker, UDV will continue to hold one big event a quarter for Johnnie Walker Club members. The club invited membership from the country's who's who and it has around 1,500 members in Mumbai and around 700 members in Delhi.

Says Roy: ``Now the focus is not on volumes but on building the brand ahead of time. Once quantitative restrictions are lifted next year, we should be in a position to maintain our leadership in the scotch segment.''

UDV scotch brands Johnnie Walker and J&B together account for 65 per cent of the around 1,000 cases scotch market. UDV reckons that if tariff could be brought down to between 30 and 75 per cent, the market could grow to be a million cases a year. As for niche brands like Malibu and Archer's, these are expected to piggy ride on promos for other UDV brands. Says Roy, ``The communication approach will be to help consumers try innovative cocktails like -mixing pineapple juice with Malibu instead of trying an intricate Pinacolado.

For regular whisky brand Gilbey's Green Label, UDV will build on its new positioning-Kuch paana hai kuch kar dikhana hai-to make the brand aspirational among middle-class consumers with daily consumption habits.``Driven by this campaign we will take our marketshare to 15 per cent, up from the present 12 per cent in the next 12 months,'' says Roy.

Gilbey's accounts for nearly 70 per cent of UDV volume sales. As for future plans, Roy said that acquisition of brands is not strategic to its business. However, he added that UDV would rather focus on launching India-only brands like Gilbey's.