Diageo India redefines luxury at the 75th Cannes Film Festival with Godawan

Diageo India presents the pinnacle of Indian luxury with the premiere of Godawan, its crafted single malt, at the 75th Cannes Film Festival 2022. With its provenance devoted to the Rajasthani ethos of beauty in scarcity, Godawan positions India as the creator of quality single malts on a global map. The confluence with the National Film Development Corporation augments the Make in India narrative through a grand showcase of the spirit, along with the country's culture at the celebrated film festival.

Speaking at this momentous occasion, Vikram Damodaran, chief innovation officer, Diageo India, said, "Diageo India's craft spirits venture is deeply rooted in Indian provenance, craftsmanship, innovation, and tradition. Godawan – the spirit of the desert – pays homage to those craftsmen and innovators who have sustainably and consciously redefined the glory of the land they hail from. Presenting Godawan at the Cannes film festival will encourage modern consumers across borders to understand the nuances of the luxurious flavors in both expressions of this artisanal single malt. partnering with NFDC and unveiling our made in India innovation, for the world, at one of the most iconic film festivals that honors artists across the globe is testimony to India emerging as the new haven for craft spirits."

With the ambition to become India's most trusted and respected consumer products company, Diageo has a strong commitment to the Make in India initiative. The launch of Epitome Reserve in 2021, India's first artisanal 100% rice whisky made of locally sourced rice, from the northern frontiers of Punjab, was the first step towards crafting spirits with local produce. With these brands reaching millions of audiences in India already, it is the opportune moment to take the Make in India narrative to a global platform.

Commenting on Godawan's presence at Cannes 2022, Shweta Jain, chief business development officer, luxury, reserve & craft - India & South Asia, Diageo, said, "Diageo India believes in continuous disruption, leading with mindful luxury and celebrating the provenance wave. Godawan is the result of this commitment – offering Indian luxury steeped in sustainability and preservation of the heartland, now on an international platform. Bringing its rich and meaningful story to the Cannes Film Festival strengthens our drive to proudly contribute to the Make in India initiative."

Ravinder Bhakar, managing director of NFDC, added, "For over a decade, India's Ministry of Information & Broadcast (I&B) and NFDC, have been showcasing the large pool of talent India has to offer, at the Cannes Film Festival. This year is of even more significance as India is the Country of Honour, where the Make in India initiative drives the story. In line with this ethos, we have invited Diageo India to be part of the pavilion, and elevate to a global forefront, Indian tradition and culture through their presentation of luxury spirits and innovated craft curations."

Diageo India will bring alive the story of Godawan, through an experiential lounge at the India Pavilion of the Cannes Film Festival 2022. The brand has also collaborated with artists such as Rajasthani traditional folk singer Mame Khan, electronic music producer Ritviz and renowned, contemporary folk musician Raghu Dixit, who will represent the true spirit of India's cultural narrative woven in modern-day sounds.

Gracing her presence on the Cannes Red Carpet to represent Godawan in all its glory will be accredited by Indian film actress Pooja Hegde. Known for her admirable performances throughout regional and national cinema

Pooja Hegde said, "As a proud Indian, there is no better time to attend the Cannes Film Festival than in 2022 when India is the Country of Honor. I am ecstatic to be sharing synergies with Godawan's narrative of putting forth Indian talent on a global map. Its inclusion in this year's edition of the Cannes Film Festival ahead of the Make in India initiative has set a new benchmark of Indian luxury across the globe