New Year celebrations are all about getting together with family & friends and partying hard. Since alcohol is an integral part of partying, the brand’s previous NY print ad struck a cord with the audience. The misdirection in the message caught their attention as the ad actually glorified coffee in the garb of a social message.

As a sequel to that communication, this year we salute the person who ensures everybody’s safety after the party gets over.

And that person is the Designated Driver of the group. That person deserves a beverage that’s the best in its class, a carefully crafted blend, so rich in aroma that it makes those special moments matter even more.