United Kingdom

Partnership With DIET PARATHA

United Kingdom

Partnership With DIET PARATHA
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The Steps We Took

Johnnie Walker has partnered with Bridgerton star Simone Ashley and Diet Paratha to uplift, celebrate and champion the creative representation of the British South Asian community. A competition to design a limited-edition bottle celebrating the campaign saw designer Kushiaania win with her creative stamp of Brit-Asian ‘culture-clash’. As part of the partnership, Johnnie Walker is also funding six mentorships with Diet Paratha’s Family Tree Mentoring in 2023.

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The Walkers

Simone Ashley has enjoyed a hugely successful acting career, amidst historically low creative representation of the British South Asian community in UK mainstream culture. By partnering with Johnnie Walker, she aims to spotlight and support the next generation of South Asian creatives. Designer Kushiaania has spoken about the struggles she faced growing up to be her authentic self, and how the colour and vibrancy of her design celebrates self-expression.

KEEP WALKING ACTS
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First Strides
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In the US, Johnnie Walker has launched ‘First Strides’; an initiative that celebrates, inspires and enables people and organisations taking bold strides to move culture forward for all, investing in cultural trailblazers through grants, visibility, mentorship and empowerment programming.

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Footsteps of Progress
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In Eastern Europe, Johnnie Walker is inviting women to leave their mark in society, by planting footprints featuring women’s names around metro stations, malls and bus stations. Each footprint features a QR code that takes people to the inspiration that these women want to share with the world.

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Walk Beyond
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In South East Asia, Johnnie Walker launched ‘Walk Beyond’; a brand platform spotlighting the progressive blend of creative cultures born from the streets of Southeast Asia, in a region where an emerging generation of fluid, curious and bold multi-hyphenates are setting their own agendas of self-expression.

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