Glenmorangie's 'Unnecessarily well made' initiative comes to India
October 1, 2012: Crafting whisky for over 160 years, Glenmorangie is known to be one of the finest single malt whiskies in the world. Thus Glenmorangie recently announced its ‘Unnecessarily Well Made’ initiative in India through a creative collaboration with Indian automotive design stalwart, Dilip Chhabria.
The partnership is a translation of the brand’s international platform that recognizes personalities from across varied fields and their commitment to craft unnecessarily well made creations. The collaboration presented Mr. Chhabria’s passion for design and detail in the form of an automotive masterpiece which was unveiled in the presence of David Blackmore, Global Brand Ambassador, Glenmorangie.
Gaurav Bhatia, Marketing Director, Moët Hennessy India said, “When the artistic turns into the passionate and the passionate to the sublime - we call it "unnecessarily well made." And it’s this quotient of obsession with beauty and perfection that both Glenmorangie and Dilip Chhabria share.”
Excited about his creation for Glenmorangie, Mr Chhabria said, “As part of the creative collaboration with Glenmorangie, we are delighted to unveil DC Designs' newest concept car today. In creating this car, I've been inspired by the pioneering spirit of Glenmorangie and its many firsts. DC Designs, with its philosophy of mating artistry with engineering has created the 'Unnecessary Well Made' car - a manifestation of our innate need to shift paradigms in automotive design.”