Building on the much-loved Godawan 100 Series, dedicated to the CONSERVATION of the Great Indian Bustard, Diageo India wanted to mark A MOMENT OF HOPE – the growth of the bird’s population from 100 to 173. To honour this extraordinary milestone, the brand needed more than a commemorative edition. It needed something that could stand as a symbol of INDIA’S ARTISTRY while resonating with collectors and luxury audiences worldwide.
By connecting Godawan’s Rajasthani roots with the timeless appeal of handcrafted pottery, the design could transform the bottle into a piece of LIVING STORYTELLING – a Collector’s Edition as rare as the cause it champions – 173 UNIQUE BOTTLES for each of the surviving birds.
Brand innovation
Brand strategy
Packaging
Structural design
Sustainability
Visual merchandising
Digital & social
Key visuals
Limited edition
“Butterfly Cannon has once again brought our vision to life with extraordinary craft and sensitivity. In Godawan 173, they have woven Jaipur Blue Pottery into every detail, creating bottles that are as rare and precious as the bird they honour. This partnership doesn’t just showcase India’s artistry to the world — it amplifies the purpose at the heart of Godawan: to protect, preserve, and celebrate the Great Indian Bustard.”
Hiren Dedhia
Head of Design DIAGEO INDIA
