National, 12 October 2026: As younger, affluent consumers navigate a world where identities are increasingly curated both online and offline, authenticity is becoming a more meaningful part of how they connect. Building on its Magic of Sharing philosophy, Black & White Non-Alcoholic Carbonated Beverages explores this shift with its latest film, Drop the Facade – a playful take on the idea that the most meaningful interactions often happen when people feel comfortable enough to simply be themselves.
Set against a familiar social interaction, Drop the Façade captures the subtle pressure to present the “right” version of yourself and what happens when that pressure is let go. At the centre of the story are Black & White’s iconic terriers, Scottie and Westie, whose playful energy cuts through the formality of the moment, bringing warmth, humour and spontaneity to the interaction. Their presence becomes the catalyst for the characters to drop their pretences and embrace a more natural, unfiltered way of connecting.
Speaking about the film, Varun Koorichh, Portfolio Head – International Whiskies, Diageo India, said, “Black & White has always celebrated the magic that comes from people sharing moments together. What we’re seeing today, particularly among younger consumers, is that while people are more comfortable expressing themselves, there’s also growing pressure to get that expression ‘right’. We found that tension interesting because it plays out in everyday social situations. With ‘Drop the Façade’, we wanted to explore it in a way that felt true to Black & White – with irreverence, warmth and a sense of play, rather than as a commentary on authenticity. The terriers bring that personality to life in a way that feels natural to the brand, while making this a fresh expression of our Magic of Sharing philosophy.”
Following its launch on ZEE5, Drop the Facade is now live across Black & White’s social channels. Blending wit, warmth and the playful spirit of its iconic terriers, the campaign invites audiences to embrace the spontaneity of real interactions and the connections that emerge from it.
Watch the film here.
About Diageo India
Diageo India is among India’s leading beverage alcohol (alcobev) companies with an outstanding portfolio of premium brands. A subsidiary of Diageo Plc., it is listed in India on both the National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) as United Spirits Limited (USL). Headquartered in Bengaluru, Diageo India has one of the largest manufacturing footprints in alcobev with 35 facilities across India. It manufactures, sells, and distributes Johnnie Walker, McDowell’s No1, Black Dog, Black & White, Antiquity, Signature, The Singleton, Royal Challenge, Smirnoff, Greater Than, Don Julio, Tanqueray, Godawan, among others, bringing together global expertise and local pride to deliver innovative, world-class products and experiences to consumers. With a strong focus on driving a positive impact on society, Diageo India has been working on collective action to improve
livelihoods, championing Grain to Glass sustainability, responsible consumption and nurturing the alcobev ecosystem, to contribute to India’s growth agenda.
For more information about Diageo India, our people, our brands, and our performance, visit us at www.diageoindia.com. Visit Diageo’s global responsible drinking resource, http://www.DRINKiQ.com, for information, initiatives, and ways to share best practices.
