Limited-edition gift box transforms into a lamp, blending design, emotion, and tradition.
This Diwali, Pernod Ricard India’s premium Indian single malt, Longitude 77, is reimagining festive gifting by combining craftsmanship, culture, and emotional storytelling.
While Diwali has long celebrated relationships and meaningful exchanges, gifting in today’s fast-paced world often becomes transactional. Longitude 77 seeks to rekindle the heartfelt essence of gifting with a limited-edition box that transforms into a lamp, merging artistry with the joy of giving.
Conceptualised by FCB Neo, the packaging takes inspiration from India’s architectural heritage, featuring intricate jalis and motifs reminiscent of royal courtyards and palaces. When lit, the box casts delicate patterns of light and shadow, turning any space into a poetic reflection of Diwali’s radiance.
Joydeep Basuroy, Group Head – Marketing, Pernod Ricard India, said: “Longitude 77 embodies our vision of showcasing the finest of India to the world – celebrating Indian craftsmanship through the timeless art of whisky-making. Every drop reflects India’s depth, diversity, and modern sophistication. Diwali is one of our most meaningful cultural moments, and we wanted a creation that’s not just luxurious but deeply rooted in emotion and purpose.”
Mayuresh Dubhashi, Chief Creative Officer, FCB Neo, added: “With Longitude 77, we aimed to restore the joy of giving – the emotion that makes a gift truly memorable. Turning the box into a lamp was inspired by the very heart of Diwali: light. It illuminates homes and hearts alike, reflecting the thoughtfulness that makes gifting special.”
Crafted with multi-origin ingredients, Longitude 77 offers a rich, layered flavour profile that captures India’s essence – refined, soulful, and ever-evolving. Each pour invites connoisseurs to celebrate not just the festival, but the art of meaningful gifting itself.
