A connected digital playground for Roulette's new packaging launch — turning every bar table, every bottle, and every social feed into a moment of confident choice. Not gambling. Not gimmick. A premium, game-inspired ritual built around the brand's core thought.
Roulette is not a casino metaphor. It is a confidence metaphor — the moment when a young, upwardly-mobile consumer backs their own pick. Our digital activation translates the brand thought "Go All In" into a tactile, repeatable ritual that sits between the moment of consideration and the moment of consumption.
Spin, swipe, choose — game-inspired mechanics, premium-led.
Every interaction ends with a confident, owned decision.
Reward, share, return. The brand is felt, not seen.
Trial-led — L2L conversion baked into every flow.
The digital layer sits as the connective tissue between paid, owned and earned. Out-of-home and influencer drive intrigue; on-premise QR converts to play; the user's spirit profile becomes the social-first asset that earns reach and re-attracts cohort lookalikes.
Triggered by a QR code on a coaster, bottle necker, or bar pillar wrap. Built mobile-first, web-based (no app install), playable in under 90 seconds. Click any step to preview the screen on the right.
@ The Bombay Canteen · Table 7
Pick a mood. Back your choice. We'll match you with a spirit.
ROUND 01 — THE SPIRIT
Or — choose your own.
A confident, slow-burn classic. For the player who reads the room before they raise.
YOUR SPIRIT PROFILE
You're the friend who waits for the third question before answering the first. Your move tonight: a Roulette Highball — equal parts sharp and easy.
A ROUND ON THE HOUSE
Pair with food. Share with friends.
SHARE CARD · STORY-READY
TONIGHT'S TABLE · MUMBAI
Top 100 monthly players win a Roulette Tasting Night.
The mobile flow is mobile-web, no install. Built for the in-bar moment — a consumer scans, plays, shows their voucher, drinks, shares. The brand earns a memory, the outlet earns a trial conversion, and we earn a piece of social shareable content per session.
The same identity follows the player across every touchpoint — the bar, the bottle, the share card, the next weekend. They are recognised, not asked to start over. Their spirit profile, leaderboard rank and unlocked rewards travel with them between the outlet, the living room, and the city finale. Every re-entry feels like the brand remembered them.
Mapped end-to-end across paid, owned, on-ground, and post-experience touchpoints. Every digital moment hands off to a physical one — and back.
Out-of-home, influencer reels, Spotify audio. "Choose Your Spirit. Go All In." First exposure plants the brand thought and the wheel motif.
Paid · EarnedAt the bar, on a bottle necker, on a shelf talker — the wheel becomes a QR. The consumer scans not because they have to, but because they're curious.
On + Off PremiseThe 8-screen mobile ritual. Spin, reveal, profile, share. The brand is felt, the new pack is shown, the user feels seen.
Owned · DigitalVoucher unlocks at the table or "buy 1 get 30ml free" at retail. This is the trial — the L2L number the BTL team reports up.
Trial · SalesThe "Spirit Profile" share card is built to look poster-grade, not ad-grade. Designed for the user's feed first, the brand's feed second.
Social · UGCLeaderboard tease → "you're #347 in Mumbai." Refer a friend, climb the board, qualify for the Tasting Night. The user comes back next weekend.
Loyalty LoopFive visits = five spirit profiles = a complete "Player Card." Unlocks a Roulette merch drop or invite to the city finale.
Gamified LoyaltyCity-level "Grand Spin" event. Top players invited to the on-ground finale — IRL roulette experience, brand ambassadors, content seeding moment.
Brand MomentThe consumer doesn't think in "touchpoints" — they think in moments. We map "Go All In" to the moments where the consumer is already living, and let the brand show up as a feeling, not an interruption.
The same person moves between these moments in a single weekend.
The brand recognises them at every step — never asks them to start over.
Each one is digital-first, on-ground anchored, and shareable by design. All sit under "Play. Choose. Experience."
The mobile prototype, deployed across 200 outlets in Bangalore, Mumbai, Pune, Goa, Gurgaon & Noida. A QR coaster + table-talker + bottle-necker triple-touch ensures discovery at every seat.
Every new pack carries a hidden QR under the neck collar. Scan it to enter "The Vault" — a daily-reset digital lobby with mini-games, tasting notes, recipe drops, and a chance to win city-level perks (limited drop merch, tasting nights, festival entries).
Six weeks after launch, top players from each city are invited to a Roulette Grand Spin Night — a real, premium, brand-led experience. A live "human roulette" stage, ambassador-led tastings, a curated playlist drop, and a content moment built for reels.
Designed to scale into Tier-2 outlets and tighter media budgets without losing the brand promise.
A bartender scans a Roulette dashboard QR before the shift. They get a "Spin of the Night" — a featured Roulette serve to push, with a custom story. Trade advocacy and outlet push, gamified. They earn points per pour.
A multiplayer mobile session built for the house-party occasion. One friend scans the bottle, opens a shared room, the rest join with a 4-digit code on their phones. Each player takes one spin, the group ends with a combined "Table Profile" — a card made for the group chat, not the feed. Designed for the in-between moment, before the night begins.
A weekend WhatsApp / Insta-Story group game. "Can't decide where to go tonight?" Tap to spin → a list of Roulette-partner bars in your city. The wheel becomes the plan-maker. Light, useful, repeatable every weekend.
Every offline trigger has a digital fall-through. Every digital interaction returns a physical reward. The brand and the trial work in the same loop, not separate funnels.
OOH in launch cities, programmatic display, premium audio (Spotify), influencer reels. The wheel motif appears as a tease — no product, just the thought.
Coasters, table-tents, bottle wraps, pillar decals, the bartender as the game host. The bar becomes the playground; the table becomes the table.
Shelf-talkers, neck collars, end-cap wheel installations in 60+ premium retail outlets. Pack discovery = QR discovery.
The Spirit Roulette. The Vault on the bottle. The Pre-Drinks Pass. The Wheel of Plans. One identity carries the player through all of them.
Story-grade share cards. Group Table Profiles. Influencer "Grand Spin" content. Designed so users post for themselves, not for the brand.
Bartender leaderboards, outlet rankings, "Bartender's Pick" weekly contest. Outlet teams pull the brand because the brand pulls the consumer.
OOH + influencer tease drops the wheel motif and "Go All In" thought. Spirit Roulette goes live in 80 launch outlets in Bangalore + Mumbai. Vault on bottle activates simultaneously.
Roll out to Pune, Goa, Gurgaon, Noida. The Pre-Drinks Pass and the Wheel of Plans go live. Bartender's Pick contest opens. The story-card share becomes the dominant earned-media channel.
Grand Spin Nights run in all 5 markets. Live-streamed. Influencers + top players share a stage. This is the brand moment that resets perception from "low-awareness whisky" to "premium portfolio".
The Vault, leaderboard, and Bartender's Pick stay live year-round. New quarterly drops keep the system fresh. Each new Roulette variant slots in as a "new round" with no new platform required.
Each metric maps directly to a brief objective. Reported weekly to the BTL and brand team across all five launch markets.
L2L pours via voucher redemption vs. control outlets in launch window.
Median dwell time in the Spirit Roulette flow — vs. the 12-15s industry brand-engagement norm.
Of completed sessions that share the Spirit Profile to a feed or chat. Target is industry-leading.
Average return scans per active player per quarter — the loyalty loop in numbers.
Pre and post awareness tracking across the 5 launch cities, validated by independent third-party brand-lift research. Target: 3× unaided recall among TG 25-35 within 90 days.
Share of voice and share of mention by variant — we want non-whisky variants to grow from under 8% to over 25% of brand mentions in 12 weeks. Tracked through social listening and signals from the experience itself.