Diageo India would deploy 1,000 large digital signages at its affiliated pubs, bars and restaurants in India
The COVID-19 afflicted year 2020 deeply affected the business of pubs and bars in India. The curbs on gatherings and free movement of people adversely impacted the business of alcoholic beverages. But now, with pandemic looking relatively contained, pubs and bars strive to attract customers at their places. It is this context, which has prompted Diageo India, a leading manufacturer of alcoholic and other beverages in the country, to install digital signages at hundreds of pubs, bars and restaurants selling its products.
Yes, in a new development, New Delhi-based Iris Global Services, one of India’s leading IT distributors, has bagged an order for supplying 1,000 units of 49”digital signages to Diageo India. These large displays are a mix of Samsung and LG brands. To be deployed in vertical orientation, these digital signages would showcase its entire portfolio of beverages along with their respective prices as well as knick-knacks with their promotional details.
Himanshu Chawla, COO, Iris Global Services, says “The digital signages we’ve provided to Diageo are dust-proof, and are truly rugged. The initial order is valued at Rs 2.5 Crore. But, we’ve learnt that Diageo India plans to increase the number of their outlets from 1,000 to manifold over the next two years. I trust, Iris Global would be their chosen integrator for the upcoming AV build-up as well”.
The digital signages we’ve provided to Diageo are dust-proof, and are truly rugged. The initial order is valued at Rs 2.5 Crore. But, we’ve learnt that Diageo India plans to increase the number of their outlets from 1,000 to manifold over the next two years. I trust, Iris Global would be their chosen integrator for the upcoming AV build-up as well.
Himanshu Chawla
COO
Iris Global Services
The procurement of such a large number of digital signages is a part of Diageo’s $100 million global recovery program called ‘Raising the Bar’. Under this program, Diageo, the UK-headquartered alcoholic beverages company – and having direct operations in 180 countries on the planet – will support pubs and bars to welcome customers back and recover, following the COVID-19 pandemic.
“Through the ‘Raising the Bar’ campaign, we will provide $100 million to support the recovery of major hospitality centres in New York, London, Edinburgh, Dublin, Belfast, Mexico City, Sao Paulo, Shanghai, Delhi, Mumbai, Bangalore, Nairobi, Dar es Salaam, Kampala, Sydney and beyond”, says Ivan Menezes, Chief Executive, Diageo.
This is to be noted that UK’s Diageo bought the majority stakes in Vijay Mallya’s run United Spirits, which has been subsumed into Diageo India. Some of the leading liquor brands of Diageo are Johnnie Walker, Haig, Buchanan, Bailey’s, Windsor, Ciroc, JNB, Smirnoff, and Guinness.
Qaisar
