McDowell's No. 1 celebrates 'Dosti ka spirit'

Featuring a celebrity brand ambassador – Farhan Akhtar – for the first time in its history, the campaign by DDB Mudra South showcases interesting friendship moments

BestMediaInfo Bureau | Delhi | July 11, 2012

McDowell's No. 1, India's largest selling alcoholic beverage brand from the house of United Spirits, has launched a new television commercial for its soda extension. It features Bollywood actor, singer, director and producer Farhan Akthar, who is the first celebrity endorser in the 40-year history of the brand. The TVC also features known faces such as Purab Kohli, Cyrus Sahukar, Zoa Morani and Chang. The commercial, 'Dosti ka No. 1 spirit', has been created by DDB Mudra, Bangalore.

Ashok Capoor, President and MD, United Spirits, said, “McDowell's No. 1 represents the social aspirations of today's youth. Spending time with friends is paramount for them. The McDowell's No.1 group of friends – our new brand ambassadors from Bollywood – echo these sentiments and situations that anyone can easily identify with. McDowell's No. 1 has set benchmarks for the alcoholic beverage industry – be it be the unmatched sales of 17 million cases this year, innovations in packaging, large unique events, activations and promotions. The brand's association with Farhan, Purab, Zoa, Chang and Cyrus will set a similar benchmark for friends wanting to have a good time together. The new TVC is themed on the 'No.1 spirit of friendship' and showcases interesting friendship moments for McDowell's No. 1 given its stellar performance.”

The commercial has been conceived and written by Vipul Thakkar, Executive Creative Director, DDB Mudra South. He said, “McDowell's No.1 Soda is all about getting together and having fun. The brief we got from the brand was to highlight the fact that McDowell's spreads the spirit of friendship, which is the brand proposition. So we went about creating a campaign around these friends.”

On-air from July 1, the TVC will run for a period of six weeks.

Apart from creating the TVC, the brand has also brought alive the promise of 'Dosti ka No.1 spirit' through unique big-ticket activations including multi-city musicals with Vishal and Shekhar. The campaign would also focus on outdoor media, digital media, on-premise activations targeting the 21-25-yearr-olds in SEC A and B.

Ranji Cherian, President, DDB Mudra, believes this campaign will drive a greater level of interest among younger consumers. “With this campaign the brand hopes to capture the friendship space from which memorable moments are born.”

DDB Mudra Bangalore also handles the creative duties for USL's power brands such as McDowell's No.1 Platinum, Bagpiper, McDowell's No.1 Celebration, McDowell's No.1 Cariba, Louis Vernant XO Brandy and a few more.

The TVC:

Credits:

Agency: DDB Mudra South

Executive Creative Director - South: Vipul Thakkar

President: Ranji Cherian

Executive Vice-President: Sujay Ghosh

Group Brand Director: Anil Nair

Production house: Bootpolish

Director: Sujaat Saudagar

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