India, July 2 -- Mumbai (Maharashtra) [India], July 1: Most brands spend years building the credibility to win at India's biggest advertising festival. Ardent Alcobev did it in their first attempt.

Dram Bell Blended Scotch Whisky won its first Gold at the ABBY Awards 2026 during Goafest, India's largest advertising, media and marketing festival, for a campaign that entered a brand new market with no advertising budget, no conventional media, and no announcement of any kind. On purpose.

"#NorthStarKP was born from a simple question," says Debashish Shyam, CEO of Ardent Alcobev. "How do you make an entire market come looking for you without saying a word?"

Founded as a joint venture between Rajasthan Liquor Ltd. and industry veterans Deb...