Bacardi Walk the Line

The Challenge

Drunk driving has always been a bad idea. Bacardi wanted to make its patrons aware and responsible while enjoying a night out, without sounding preachy.

The Solution

We teamed up with Bacardi and gave an age old sobriety test a fun new digital twist.

We created Bacardi Walk the Line. After a night of laughter and revelry at Lemp Brew-Pub, Gurgaon, patrons were asked to prove whether they were sober enough to drive or needed a chauffeur.


All they had to do was walk for a certain distance on an elevated strip towards a screen that beckoned them forward. Lasers on either side of the strip detected if the users lost their balance and advised them to take a cab home.

For this project, I was involved in quite a bit of copy work for the event’s promotion and tone of communication. It was my first experience doing work at the forefront of experiential marketing. Of course, the greatest bit of fun was being at the activation itself. Yep, good times…

The Results

The activity was an instant hit. 80% of the patrons at the club walked the line. 85 chauffeurs were provided. Bacardi received lots of coverage and P.R through earned media worth millions of rupees.

Here’s the Walk the Line Case Study by Webchutney


The Brief

Budweiser wanted a creative engagement platform through which it could interact with its fans and reward them for their loyalty towards the brand. It wanted to increase participation and traffic on its Facebook page. But just any run-of-the-mill contest was not going to do.

The Solution

The idea was to make this interaction interesting so that people would come and share their ‘Great Times’ with friends and ‘Epic Party Moments’ and earn rewards for it!

We created BudStation, an innovative contest that gamified sharing by introducing a competitive point system, a leader-board and even badges. The app played on the themes of epic celebrations and anticipation.






To address the challenge of getting people to stay active on the platform and keep participating, a mechanism of constant rewards and achievements was instituted into the app.

Even if someone won a prize, the rest of the participants still had a lot to keep playing for. Everyone had an even chance of winning the grand give-away, a trip to Las Vegas.

Great times were also shared on the go with the BudStation Mobile Site.

The BudStation WAP Site

The BudStation WAP Site

So although this concept had already been explored by Webchutney in the past, I was intimately involved in re-jigging and fleshing out the concept and bringing it to it’s final avatar. Later, under the guidance of my very helpful and epic seniors at Chutney, I handled copy, ideation and social media for the project.

The Results

Through the course of the campaign, the app received 10166 entries, 15000 page visits and 100000 page views. Engagement went up, fans poured in and Budweiser came to be firmly associated with “great times.”

Here’s the BudStation Case Study Video by Webchutney