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Journalism of Courage
When it comes to making a mark, Ballantine8217;s Finest knows how to do it in style. The best selling whiskey, which is the latest addition to the Pernod Ricard India stable, was launched in India with the Leave an Impression tour, which saw musicians, new-age tabla artiste Bickram Ghosh and percussionist Pete Lockett perform with guitarist Guiliano Modarelli and DJ Vicky, across India.
Ballantine has a long and illustrious history in the world of fine scotch. It earns second spot on the list of the world8217;s best whiskies and is the tenth most widely sold spirit in the world. But wouldn8217;t the reputation of the drink be its own advertisement? Why recruit musicians to do so? Bikram Basu, the vice-president of marketing, Pernod Ricard India, says, 8220;The choice and decision to take on these musicians was immediate. They leave an indelible impression with their individuality and musical style; and that is what our brand stands for 8211; Leave an Impression.8221;
For Lockett, who8217;s a regular on the Indian musical circuit, there won8217;t be anything new about performing yet again in this country. But he8217;s excited all the same. 8220;Very few people actually think of this kind of fusion music would be appropriate for drinking to. But you8217;d be surprised at how well it goes with a nightclub atmosphere.8221;
If leaving an impression is the intention, then it looks like Ballantine8217;s Finest has got off to a good start with its unusual launch.
