New Delhi, June 2026: Sherry Platinum Whisky, produced by Alcostar Group, has launched #DostiPapaWali, a Father’s Day campaign built around the moment a father-son relationship evolves from parental to friendship. The campaign centres on a short film depicting a son secretly drinking from his father’s whisky, only to discover his father has known all along — and instead of confronting him, invites him to sit and share a drink together.
The film closes with the line “छुपकर नहीं, साथ बैठकर। यही है दोस्ती पापा वाली” loosely translating to “not in secret, but together that is friendship with father.” The brand has tied the campaign’s emotional core to its own product positioning, drawing a parallel between relationships that deepen over time and whisky that matures with age.
Sherry Platinum Whisky is positioned in the premium-yet-approachable whisky segment, crafted from a blend of grain spirits and matured malts. The brand describes its flavour profile as opening with notes of toasted oak, vanilla, dried fruits and caramel, followed by a palate of warm spice and honeyed sweetness, finishing smooth and lingering a profile the company says appeals to consumers seeking contemporary luxury without straying from traditional whisky character.
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The campaign arrives at a time when Indian whisky brands are increasingly using festival and occasion-based marketing to build emotional brand recall, particularly in the premium and upper-premium segments where storytelling plays a larger role in purchase decisions than price alone. Father’s Day-themed campaigns have become a recurring marketing format across Indian spirits brands in recent years, with companies using the occasion to deepen consumer engagement beyond traditional product advertising.
For Alcostar Group, the #DostiPapaWali campaign reflects a broader industry shift towards brand storytelling rooted in shared Indian family experiences — an approach increasingly adopted by both domestic and international spirits players competing in India’s crowded whisky market.
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