D'YAVOL, Now on Netflix: Aryan's Brainchild Finds a Spot in The Ba***ds of Bollywood
Business Wire India
Aryan Khan’s directorial debut, The Ba***ds of Bollywood, dropped on Netflix recently, and has been the talk of the town ever since. It has grabbed eyeballs not just for its edgy storytelling, but also for a cameo of his other brainchild – D’YAVOL, the luxury liquor brand he co-founded.
The brand, which recently found a partner in Radico Khaitan, one of India’s largest IMFL companies, does not just sit in the background; it is part of the series’ mood, blending into the chaos, glitz and glamour of cinema. It’s a full-fledged character, the kind that needs no introduction but leaves you curious.
One moment it’s perched casually on a bar counter in a smoky frame, the next it’s glinting in a scene as though it knows it belongs there. This isn’t your usual blink-and-miss product placement; it is more of a knowing wink. With its bold positioning, D’YAVOL mirrors the dark, tongue-in-cheek pulse of the show.
Recently, Radico Khaitan, Zerodha’s Nikhil Kamath, Aryan and Shah Rukh Khan came together to announce D'YAVOL Spirits. As part of the deal, Radico Khaitan would invest Rs 40 crore for a 47.5 per cent stake in D’YAVOL Spirits and be the largest shareholder. The collaboration has given the brand not just scale and distribution muscle, but also a legacy stamp; pairing Aryan’s disruptive vision with Radico’s decades of craft.
Safe to say, it’s worth the wait to watch out for what’s next.
