Godawan represents Rajasthan's tradition and culture, strengthening the Make in India narrative
May 13, 2022: Presenting various facets of India at the 75th Cannes Film Festival, Diageo India is premiering Godawan, its crafted single malt, at this year’s Film Festival. With its provenance devoted to the Rajasthani ethos of beauty in scarcity, Godawan positions India as the creator of quality single malts on a global map. The confluence with the National Film Development Corporation augments the Make in India narrative through a grand showcase of the spirit, along with the country’s culture at the celebrated film festival.
Vikram Damodaran, Chief Innovation Officer, Diageo India, said, “Diageo India’s Craft Spirits venture is deeply rooted in Indian provenance, craftsmanship, innovation, and tradition. Godawan – the Spirit of the Desert – pays homage to those craftsmen and innovators who have sustainably and consciously redefined the glory of the land they hail from. Presenting Godawan at the Cannes Film Festival will encourage modern consumers across borders to understand the nuances of the luxurious flavors in both expressions of this artisanal single malt.”
This event comes at a strategically chosen time as India is the official country of honor for the Cannes Film Market this year. Beginning on May 17, this is the first time the festival is having an official country of honor and the new tradition will be continued with different nations at future editions.
This honour is much in part due to a coincidence - India is celebrating its 75th year of independence from British rule while the Cannes festival is also celebrating its 75th anniversary in 2022. Actor Deepika Padukone is also on the jury for the main feature film competition.
Diageo has a strong commitment to the Make in India initiative. The launch of Epitome Reserve in 2021, India’s first artisanal 100% rice whisky made of locally sourced rice, from the northern frontiers of Punjab, was the first step towards crafting spirits with local produce.
Diageo India will bring alive the story of Godawan through an experiential lounge at the India Pavilion of the Cannes Film Festival 2022. The brand has also collaborated with artists such as Rajasthani traditional folk singer Mame Khan, electronic music producer Ritviz and contemporary folk musician Raghu Dixit, who will represent the spirit of India’s cultural narrative woven in modern-day sounds.
Indian film actress Pooja Hegde will be representing Godawan on the red carpet.