Elephant Whiskey is a conceptual Indian brand; its target market are typically Indians living in the United Kingdom. The audience was approached through a unique storytelling method that was personal and recapped the premium experience of living in a heritage country as an Indian.

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The tales were adventures stories of a British Indian solder of this premium brand which many British Indians would appreciate in the memory of its homeland. The progressive value of the two whiskeys as Signal Malt and Blended brought in the story of the progressive soldier to show its aged value as well as quality that comes with experience.