Independence Day initiative blends travel, culture, and storytelling to inspire exploration beyond the familiar
New Delhi, 13th August 2025 – Uppal Brewers & Distillers (UBD) has unveiled the debut digital campaign for its premium blended whisky, Soorahi, titled “Spirit of Discovery”. Timed ahead of India’s 79th Independence Day, the campaign pays tribute to the country’s unseen beauty, vibrant cultures, and timeless traditions.
The name Soorahi—derived from “soo” (good) and “raahi” (traveller)—reflects the brand’s philosophy of exploring beyond the obvious. Central to the campaign is a travel contest where participants can win an all-expenses-paid trip to one of India’s hidden gems, turning the dream of discovering the nation’s lesser-known treasures into reality.
The multi-platform rollout includes:
Teaser series leading into a melodic jingle film that evokes nostalgia and national pride.
Influencer-led travel reels featuring creators like Prabhav Sharma, Dev, Raul Brady, and Raghav Rai Ralhan, spotlighting music, crafts, culture, and unique destinations.
On-ground Vox Pops at Delhi-NCR hotspots such as CyberHub and Connaught Place, sparking spontaneous public engagement.
Interactive social media stories that fuel curiosity and inspire participation.
A culminating brand film on August 14, recapping the art, folklore, landscapes, and people celebrated through the campaign.
“Soorahi was born from the spirit of discovery—of flavours, traditions, and our Indian identity,” said Subrajit Majumdar, Head of Marketing, UBD. “This campaign is our ode to that passionate, hopeful search that has always defined India. Whether traveller, creator, or dreamer, everyone carries a spirit of discovery within, and we’re here to raise a glass to it.”
With Spirit of Discovery, Soorahi seeks to ignite a nationwide curiosity to explore the soul of India, one unexplored destination at a time.
About Uppal Brewers & Distillers (UBD)
Uppal Brewers & Distillers is an emerging player in India’s premium spirits segment, crafting high-quality beverages that celebrate heritage, innovation, and craftsmanship. Soorahi, its flagship blended whisky, embodies the brand’s dedication to flavour, authenticity, and the spirit of exploration.
Find the campaign’s first teaser https://www.google.com/url?q=https://www.google.com/url?q%3Dhttps://www.instagram.com/p/DM0UYBZyV4k/%26amp;sa%3DD%26amp;source%3Deditors%26amp;ust%3D1754576918250011%26amp;usg%3DAOvVaw0ZZa4nqKy_DsjqeNAX7ulY&sa=D&source=docs&ust=1754576918255823&usg=AOvVaw2N4-mSDb8LNjy8CE9njaov
and watch the jingle
https://www.google.com/url?q=https://www.google.com/url?q%3Dhttps://www.instagram.com/p/DM-XxMuJLG1/%26amp;sa%3DD%26amp;source%3Deditors%26amp;ust%3D1754576918250128%26amp;usg%3DAOvVaw1YOx8R5vv41Bh_P15dZnVe&sa=D&source=docs&ust=1754576918255907&usg=AOvVaw2-QUX8eeiouA82u7Q3bISu