Actor Ajay Devgan now joins the select list of prominent brand ambassadors for Bagpiper Whisky. At a press conference held at Taj Land’s End, Bandra on May 15, 2006 Bagpiper unveiled its new logo.

They then announced Ajay Devgan as their new brand ambassador for three years. According to Vasant Bhandari, the event director and the spokesperson for Bagpiper, Ajay Devgan personifies style, youthful, romantic, macho, sophisticatedand approachable, which exactly what Bagpiper stands for.

He further added that Ajay Devgan and Bagpiper has a lot in common; both are hugely popular and have delighted their consumers for several years. A pioneer in celebrity endorsements and movie sponsorships, Bagpiper had several film stars to endorse its products.

From Ashok Kumar, Pran and Sanjeev Kumar in the early 80s to Garam Dharam in late 80s to Jackie Shroff, Sunny Deol in 90s and later also Shah Rukh Khan and Akshay Kumar, Bagpiper Whisky has always had a strong Bollywood connection in its 29 year history. Bagpiper consumer enjoys a great bonding with Bollywood and this has been an excellent platform for brand communication.