A star-studded airport campaign celebrating the launch into India Travel Retail of PATRÓN EL ALTO and its global partnership with Punjabi music sensation Karan Aujla.

This dynamic collaboration unites PATRÓN Tequila, the world’s number one super-premium tequila (IWSR 2024 global database), with the celebrated artist, creating an exciting and memorable experience for travellers and fans alike at Mumbai and Delhi airports.

On June 7, 2025, shoppers in the Ospree store at Mumbai Chhatrapati Shivaji International Airport enjoyed the rare opportunity to come face to face with Karan during his in-store personal appearance. Creating an unforgettable encounter for his many fans, Karan autographed PATRÓN EL ALTO bottles for immediate take-away, as well as signing others for future discoveries. The airport appearance synced with his live performance in Mumbai the day before and an immersive, drone-led product reveal. The activity also incorporated an extensive Out of Home media campaign sharing live content and messaging across the airport.

Meanwhile, Bacardi is also partnering with Delhi Duty Free to showcase the launch of PATRÓN EL ALTO in an in-store campaign running in parallel until the end of June.

Sam Pickard, Regional Director AMEA, Bacardi Global Travel Retail remarked: “India is an absolute priority market for PATRÓN EL ALTO and we knew that the standard of retail excellence created by both Ospree and Delhi Duty Free would play a valuable, pivotal role in magnifying the domestic market launch through the luxury showcase of travel retail.

“Discerning consumers in India today are driven by unique experiences, especially those with a strong, modern cultural relevance that embody a sense of national pride and the celebration of success. With Karan’s iconic standing in the country, his personal appearance with Ospree at Mumbai Chhatrapati Shivaji International airport created a pinch-me, unforgettable highlight for travellers. Through launches like this, Bacardi is unlocking incremental sales growth for our travel retail customers with high-octane, head-turning moments that epitomize the luxury lifestyle synergies of our category-leading brands such as PATRÓN tequila.”