Drinks giant Diageo is unveiling its first ethnic marketing campaign to promote flagship brand Johnnie Walker to British Asians.

The whisky, which is hugely popular in Asia, is aiming to boost UK sales by targeting high-income communities from India, Pakistan and Bangladesh.

Diageo has hired ethnic marketing specialist Media Moguls to handle the campaign after a three-way pitch through online agency selection service creativebrief.

The activity will include events, advertising and PR, and will focus on Johnnie Walker Black, the most popular of the five variants.

It is Diageo's biggest UK-specific campaign for the brand for a number of years; its marketing strategy has traditionally focused on global advertising, handled by Bartle Bogle Hegarty.