Sanjay Dutt is Bagpiper’s Brand Ambassador

Bagpiper Whisky has now become India’s largest selling spirit beating Old Monk Rum! Bagpiper Whisky already enjoys its position as India’s largest selling whisky and has been the market leader for several years.

With sales of 7.9 million cases last year, Bagpiper Whisky commands an all-India Market Share of 30 per cent, more than twice that of its closest competitor. In other words, mega brand Bagpiper Whisky sells a whopping 7.4 lakh bottles every day!

On this great occasion, Bagpiper signed on Bollywood megastar Sanjay Dutt as brand ambassador. Sanjay is an ideal fit for Bagpiper. An allround hero to the core, he personifies style, strength and machismo, which is exactly what Bagpiper stands for. Sanjay Dutt and Bagpiper have a lot in common; both are hugely popular, and have delighted consumers for several years!

Bagpiper Whisky has always had a strong Bollywood connection in its 29 year history. Since the Bagpiper consumer enjoys a great bonding with Bollywood, this has been an excellent platform for brand communication.

A pioneer in celebrity endorsements and movie sponsorships, Bagpiper has had several film stars like Dharmendra, Sunny Deol, Akshay Kumar and Shah Rukh Khan endorsing the brand.
From Garam Dharam to Khiladi Akshay, generations of Bollywood stars have come to be associated with Bagpiper Whisky. The first to employ the concept of celebrity endorsement, the strategy was put into practice in 1983. In the 80s Ashok Kumar, Pran and Sanjeev Kumar - were linked with the brand. In 1988 the brand was given a macho flavour with Dharmendra as the brand ambassador.

Post 1988, to make Bagpiper friendly to younger consumers, stars like Jackie Shroff, Sunny Deol and later Shah Rukh and Akshay Kumar were made part of the Bagpiper celebrity brigade. With such contemporary images, Bagpiper promoted certain brand values as well - youthful, macho, romantic, sophisticated and approachable.

Besides films and film stars, Bagpiper also has had strong associations with sports. Bagpiper has sponsored one-day cricket,

the Aga Khan Hockey Tournament and the Durand Cup. As the matches were telecast live Bagpiper soon became a household name.

It was the first brand to advertise on runners, sightscreens, hoardings inside stadiums and it also sponsored man-of-the-match awards. Bagpiper logos were also to be seen on scrollers on video cassettes, thus reaching every segment of the consumer population.


In the recent past, towards fostering its association with
Bollywood, Bagpiper has moved from individual Bollywood
stars to Bollywood movies. Associations with block-buster
movieslike DUM, THE HERO, ANDAAZ and KHEL have helped further cement the brand's mega image in the minds of the
consumers while securing high top of mind recall among the target audience.