The Singleton Social Strikes Shruti Haasan Endorsement

The Singleton Social has made Pan-Indian actor and Shruti Haasan the new face of the Diageo brand owned music, arts and cultural platform in India. 

The partnership kickstarted with an ad film on Instagram with lifestyle brand Nicobar featuring the 40-year-old entertainer. It focuses on the thought behind choosing a gift and the role of personal gestures in bringing people together. 

It also highlights gifting and hosting, with the curated boxes positioned around festive occasions and social gatherings. Other Singleton Social initiatives include Analogue Jams, a listening-led experience, alongside intimate gatherings designed to bring people together.

Shruti Haasan’s association with the platform draws on her work across cinema and music, as well as her creative interests. The campaign marks one of the first expressions of the partnership.

Varun Koorichh, vice president – marketing, international whiskies, Diageo India, stated, “Shruti brings a distinctive relationship with music and culture that resonates with what The Singleton Social stands for. We believe that some of the most meaningful experiences come from being fully present, whether that is through music, conversations or time spent with others.” 

“Welcoming Shruti to the Singleton family is a natural extension of this thinking. As we enter the festive season, our collaboration with Nicobar brings the same philosophy into the moments of hosting and gifting, encouraging people to be more thoughtful about how they celebrate and connect.”

According to ASN data, Diageo’s most recent major sponsorship deal in India was spending US$500k to back Team India in 2022’s Asia Cup, a South Asian centric T20 cricket tournament that also featured the likes of Afghanistan, Bangladesh, Pakistan, Hong Kong and eventual winners Sri Lanka.  The endorsement with Shruti Haasan is a welcome boost to the major global spirits distributor.