The campaign
Diageo India’s culture and experiences platform The Singleton Social has named actor and singer Shruti Haasan as its new face. The announcement coincides with the return of its festive gifting collaboration with lifestyle brand Nicobar. The collection is tight and deliberate: three gift boxes.
- Celeste
- Aurelia
- Solenne
The boxes are positioned for festive gifting and hosting. No agency or director is named in the announcement; the campaign is credited to The Singleton Social and Nicobar.
What the film says and how
The film does not lead with a liquid tasting note. It leads with attention. The Singleton Social’s organising idea is the “single moment”—being fully present in music, conversation, gifting and time spent together. The platform already activates that through music, art, culture and social gatherings, including Analogue Jams, its music-led event series.
Varun Koorichh, VP Marketing, International Whiskies at Diageo India, says Shruti brings “a distinctive relationship with music and culture” that matches the platform’s purpose. For Koorichh, the Nicobar tie-up brings the same philosophy into hosting and gifting, pushing people to be more thoughtful about how they celebrate and connect.
Haasan frames the collaboration around the single moment: getting lost in a melody, an unhurried conversation with family, a thoughtfully chosen gift, or simply savouring being together. Her summary is direct: it is about “immersing yourself in the single moment.”
The response so far, as the source reports it
The report does not include sales or viewership data. Its response is carried by leadership statements. Koorichh calls welcoming Haasan to the Singleton family “a natural extension of this thinking,” while Haasan says she relates deeply to the platform’s belief in making space for experiences and letting distractions “gently fall away.”
The category context
Spirits marketing is widening from the bottle to the life around it. The Singleton Social is Diageo India’s vehicle for that move: a platform built on music, art, culture and social gatherings, not just whisky credentials. Nicobar brings a design-led homeware partner into the picture.
Three named gift boxes help the brand sit inside a festive ritual that starts before the first drink is poured: planning, wrapping, hosting and giving. That is a meaningful shift for a whisky label: instead of competing only on liquid credentials, it is competing for a place in the host’s home and the giver’s list.
What to watch next
Analogue Jams is the clearest live marker for how The Singleton Social will keep its music-led positioning moving after the festive boxes. The next test is whether the Nicobar collaboration becomes a repeat gifting property rather than a one-off festive moment.
Watch the original: The Singleton on YouTube
Source: Afaqs!
