According to Deepak Roy, managing director, UDV: ``India is one of the first countries in which the campaign will break. As the consumers have become younger, more successful and more aspirational so has the brand.''

The Keep Walking campaign, developed by London-based advertising agency Bartley Bogle Hegarty (and to be delivered in partnership with Leo Burnett), is also expected to offer a long-term campaign opportunity and the chance to be extended to other marketing disciplines and trade sectors. Three TV executions and a series of press treatments have been developed to support both Johnnie Walker Black and Red Labels. The press advertising makes use of `walking quotes' from historical and contemporary sources. In the TVC, Hollywood actor Harvey Keitel describes the fear and vulnerability he felt as a young actor making his first entrance in an off-Broadway theatre. He walks towards a single spotlight and steps confidently into the centre.

After a complete silence, a rapturous applause erupts as the title Harvey Keitel's Walk appears on screen accompanied by the Keep Walking logo featuring the Striding Man. According to the company, the new integrated campaign is aimed at liberating the Johnnie Walker brand from traditional Scotch whiskey images - tartan, roaring fires and cut glass - in a radical move that will strongly differentiate Johnnie Walker from its competitors. The Striding Man has also changed direction, moving from left to right across the square bottle.