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.
The campaign comes at a difficult time for whisky manufacturers, which are suffering from declining sales due to a lack of interest among younger drinkers. According to Euromonitor, the UK blended Scotch whisky market has been in decline over the past decade, falling 4.3% year on year in 2003.
Johnnie Walker, which also comes in Red, Gold, Green and Blue variants, controls about one-third of the UK's 拢11.5m premium blended whisky market.
It is the biggest-selling deluxe Scotch whisky globally.
Last year Diageo created a dedicated marketing team, the Reserve Brands Group, to focus on its luxury spirit range, which includes the Johnnie Walker Blue and Gold labels.
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