Smirnoff's 'We Do We' Initiative: Championing Authenticity and Diverse Representation

In an exclusive interaction with Adgully, Shweta Jain, Chief Business Development Officer at Diageo, speaks at length about how the collaboration between Smirnoff Lemon Pop and the Kala Ghoda Arts Festival transcends traditional branding strategies. This partnership is a testament to Smirnoff's commitment to leaving a lasting legacy of positive change and amplifying the voices of marginalized communities.

Additionally, Shweta delves into Smirnoff's innovative marketing initiatives and strategies in the digital era, highlighting their focus on authenticity and meaningful engagements with consumers.

How does the collaboration between Smirnoff Lemon Pop and the Kala Ghoda Arts Festival go beyond conventional branding?

Smirnoff Lemon Pop, as a brand, has always been at the heart of various cultural narratives. It is, as we call it, the original brand that started conversations on inclusivity and representation across various cultures, kind of a protagonist leading in culture. This is also true for Kala Ghoda at the festival. It has been an iconic platform for creators and artists of various genres to come forward and express themselves for the world to see and immerse in.

The two original brands, Smirnoff and Kala Ghoda, came together to show how we can provide a unique presentation of a community that has been very integral to our culture but has never had such an amazing platform where their stories could be told and their lives could be represented."

Could you tell us about Smirnoff Lemon Pop's commitment to leaving a lasting legacy, ensuring that the positive change initiated during the festival extends far beyond the event dates?

Our rallying cry is 'We Do We,' representing various communities on the fringes of society. Smirnoff Lemon Pop aims to bring these communities and their work from the margins to the mainstream. Our collaboration with the Kala Ghoda Arts Festival was a tribute to unity fostering positive change. The core idea behind our showcase was to visually represent the hijra community and their concept of families, sparking conversations about positive representation. We are expanding beyond the exhibition at Kalanjee House, taking this celebration nationwide through the CLAP project. This initiative involves bringing people together in solidarity, symbolized by clapping, and the funds raised will support the community's voice and representation. We will take the CLAP project to platforms where Smirnoff and Smirnoff Lemon Pop are present, contributing the funds raised back to the community for greater representation and empowerment."

Going forward, what will be the dominating force behind Smirnoff’s marketing initiatives? How are you looking at targeting the untapped market this year?

I believe we've centered our brands' purpose around the rallying cry 'We Do We.' Our purpose, as we've defined it, is to amplify the original voices of the community, providing them with scale and representation. KALA GHODA was one platform where we achieved this, and we also participated in the Jaipur Lit Fest, hosting conversations with voices championing inclusivity for marginalized communities. Moving forward, we'll continue partnering with various cultural platforms in socializing, literary, and art spaces. Additionally, we're collaborating with F&B and socializing outlets nationwide, creating platforms for communities to celebrate their authentic selves. In 2024, expect Smirnoff to offer original, authentic voices a larger, bolder, and more scaled-up platform for self-expression. We aim to foster connections among like-minded communities, sparking meaningful conversations and celebrating diverse representation.

What are the various ways in which Smirnoff engages with its consumers in the digital era? Could you elaborate on some innovative strategies employed?

As you're aware, Smirnoff is part of the larger Diageo ecosystem, with many of our brands leading meaningful community conversations and responsible partnerships with key opinion leaders. In Smirnoff's case, authenticity is key. We collaborate closely with the digital creator community, as showcased at Kalanjee House where we partnered with LGBTQ+ photographers. Our commitment lies in meaningful engagements and utilizing digital mediums to amplify the voices of partnered communities. The idea of non-biological families stemmed from social listening, reflecting the evolving forms of expression in today's world. We prioritize authentic creators who are genuinely dedicated to their craft rather than chasing followership. Whether in the digital or real world, Smirnoff values original voices and authenticity above all. We leverage our platforms and partnerships to amplify these voices on a larger scale."