India, Aug 7: Some conversations begin with a question. The best ones begin with curiosity. That’s the spirit behind “Friends of Laphroaig,” a social-first content series created in partnership with Brut India. Bringing together Kalki Koechlin, Nimrat Kaur and Kunal Kapoor, the campaign takes a question synonymous with the brand, “How do you pronounce Laphroaig?” and turns it into an entertaining social conversation.
The campaign flips the classic “Wait… how do you say that?” moment into a shared social experience. Across candid conversations, banter, roasts and rapid-fire challenges, the three actors discover there’s a lot more to Laphroaig than its tongue-twisting name — before it all lands on one simple reveal: It’s Laphroaig.
The casting wasn’t accidental. Like Laphroaig, Kalki Koechlin, Nimrat Kaur and Kunal Kapoor know a thing or two about correcting pronunciations, making them the perfect co-conspirators in a campaign built around getting a famously tricky name right.
Beyond pronunciation, the series celebrates the confidence to ask questions and the joy of finally getting the answer right.
Nobukazu Aoki, Head of Marketing and Innovations, Suntory Global Spirits,
“Laphroaig has never been about fitting in; it’s about being remembered. Its bold character has always inspired curiosity, and we saw that as the perfect starting point for India. ‘Friends of Laphroaig’ goes far beyond pronunciation—it’s an invitation to discover the stories, conversations and moments that make the brand so distinctive. We wanted to create a campaign that feels welcoming rather than instructional, one that celebrates the confidence to ask questions and the joy of discovering something unique. Because the best conversations don’t begin when you know all the answers. They begin when you’re curious enough to ask.”
Shradha Singh, Chief Creative Officer, Brut India, said,
“Our job was to make a conversation about pronunciation feel like the best group chat you’ve ever been in. Kalki, Nimrat and Kunal brought real chemistry to this — the roasts are genuine, the banter isn’t scripted-sounding, and that’s what makes it work on social. We built this to stop the scroll first and educate second.”
The ‘Friends of Laphroaig’ series will roll out over four weeks through a sequence of films and content drops across Brut India’s digital platforms. The first episode featuring Kalki Koechlin premiered on 6 August. Stay tuned for the next episode.