MUMBAI, INDIA – For generations, Diwali has been more than a festival — it has been a celebration of relationships, memories, and the thoughtful exchange of gifts that carry meaning and warmth. Yet in recent times, gifting has become increasingly transactional — often reduced to a checklist of convenience rather than a gesture of care.
This festive season, Pernod Ricard India’s luxurious Indian single malt, Longitude 77, seeks to rekindle the lost sentiment of meaningful gifting through a creation that blends craft, culture, and emotion.
Longitude 77 has unveiled a limited-edition gift box that transforms into a lamp — a design that redefines how we experience celebration. Conceptualized by FCB Neo, the packaging draws inspiration from India’s timeless architecture, paying homage to the delicate jalis and motifs that once adorned royal courtyards and ancient palaces. When placed near a source of light, the box comes alive — casting poetic patterns of shadow and brilliance that turn every space into a living canvas of Diwali.
More than packaging, it is a keepsake — a tribute to craftsmanship, culture, and the luminous spirit of Indian artistry. It reminds us that the most memorable gifts are those that hold thought, meaning, and memory — treasures that stay long after the moment has passed.
Joydeep Basuroy, Group Head – Marketing at Pernod Ricard India, said “Longitude 77 embodies our vision of taking the finest of India to the world – a celebration of Indian craftsmanship expressed through the timeless art of whisky-making. Every drop mirrors India’s depth, diversity, and modern sophistication. Diwali has always been one of our most meaningful cultural moments, and we wanted to mark it with something that reflects that spirit – a creation that’s not just luxurious, but deeply rooted in emotion and purpose.”
Mayuresh Dubhashi, Chief Creative Officer, FCB Neo, added, “With Longitude 77, we wanted to bring back the joy of giving — the emotion that makes a gift unforgettable. The idea of turning the box into a lamp came from the heart of Diwali itself: light. It’s about illuminating not just homes, but also hearts. Every time someone lights it up, it reflects the spirit of thoughtfulness that makes gifting so special.”
Crafted from multi-origin ingredients through an inimitable process, Longitude 77’s sophisticated flavor profile mirrors the layered richness of India — refined, soulful, and ever-evolving. Each pour unfolds new discoveries, experiences, and stories to share.
CREDITS
Brand Team: Joydeep Basuroy, Tanvi Swami, Aditya Nair
Group CEO, FCB India & South Asia: Dheeraj Sinha
Chief Executive Officer: Ashima Mehra
Chief Creative Officer: Mayuresh Dubhashi
Chief Strategy Officer: Punit Kr. Singh
National Creative Director: Manoj Pandey
Creative Team: Kshitij Chandel, Rajani Kumari, Surbhi Kumari
Account Management Team: Bhawna Vohra, Ujjwal Grover, Anisha Sachdeva
Strategy Team: Mallika Y, Bhavya Kandhari
