Chivas has offered much more than great whiskey as it carries a heritage of more than two hundred years since it was founded in 1801 by the Chivas Brothers. Bringing glamour, exuberance and passion to life’s characteristics with its various associations and events, be it the Cannes Film festival, Chivas Fashion Tour in 2007 and 2008 or the latest Chivas Studio. The name sketches a larger than life image and has risen way above to be merely recognized as a product. 

 

The name synonym for luxury, style, chivalry pronounces, “Of course, you can live without Chivas Regal. The Question is how well.” When the Chivas Studio landed in Delhi this December it also attracted Peter Prentice, Regional Vice President – Asia Pacific, Chivas Brothers and David Experton, Best Practices Manager, Pernod Ricard to enjoy the cultural extravaganza of its India edition. 

 

Peter Prentice, who also represents the World Elephant Polo Association, was highly impressed with the paced up fashion scene in India. The last time he had seen India was way back in 1996, he very clearly remembers an extremely enthusiastic kid who was firmly determined to become a fashion designer. The kid with incredible design and creativity, has now the authority over fashion in India, is non other than Rohit Bal. The other name that he remembers from the fashion scene fifteen years ago is of Ritu Beri, both influential and directional in Indian fashion history. 

 

On the concept and creation of Chivas Studio Peter Prentice says, “We are trying to project a much more profound meaning to lifestyle which is not frivolous. Something that is less materialistic and more fundamental with more real values. The depth is very important for the success of any concept or culture and though the branding of the entire event is exuberant we bring luxury with a sense of meaning.” And he very strongly feels the depth of rich cultural heritage is something India abounds in whether it is in the sphere of music, art or sculpture. The latest being Royal Salute Scotch whisky’s much hyped polo sponsorship deal in India. Royal Salute Whisky is one of the premium brand from Chivas Brothers said Peter Prentice, who was very excited to hold the Royal Salute Maharaja Jodhpur J’oscar in polo to be held from 26th – 30th December. 

 

Bikram Basu, VP, Marketing India, is the person behind the India edition of Chivas Studio. As he takes a breather between the closing of the Delhi weekend and before begining with the Mumbai extravaganza, he narrates the India story for us. Bikram, who was an integral part in the conceptualization of the Chivas Studio when the idea was born in 2008, says, “It’s our umbrella property and within its construct we built it differently by country based on our consumer understanding. With the India edition we looked at the top set across creative art, discussed within, and spoke to them. We could not approach everyone as the opportunity was limited but we hope to work closely with a wider number of people over time”. 

 

Talking about the team that put together the event Bikram proudly discloses to have had an amazing set of people with sound, light, sets, production, choreography, backstage, curate and the list goes on. With Chivas he says, “It will always be consistently the same great product, and actionable idea’s which makes a difference and stand for style and substance.” 

 

The Chivas Studio is a unique concept of serving fashion food, music art and sculpture on a single platter. The culture is imbibed and carried forward as it travels from Chile to Brazil, Madrid to London, Australia to India. Being seen in the world’s most stylish cities, drawing a star-studded cast of international A-list celebrities, designers and artists, its coming to India is surely a sign of fast rise on the country’s luxury quotient.