Conceptualized by Metaphor, the ad campaign will be supported by OOH, print, radio and on-ground activation.
BestMediaInfo Bureau | Delhi | August 16, 2011
Allied Blenders and Distillers Pvt. Ltd. (ABD), Indiaâs fastest growing spirits company has launched a new TVC for its flagship brand Officers Choice. The ad campaign entices the consumer to awaken the âOfficerâ inside them. âOfficerâ is used as a metaphor for the ability to have the assessment of righteousness which the brand emulates.
This campaign talks about everyday victories by common men and salutes the âofficerâ or the spirit of righteousness in them while inspiring other viewers to follow suit and be righteous in their daily lives. The premise is encapsulated very well in the tagline- Jagaiye Apne Aandar Ka Officer. The film lays emphasis that one doesnât need to be rich nor decorated to do great acts.
Speaking on this commercialÂ Prahlad Kakkar, Director of the film said âThese are one of the best commercials that I have come across in the liquor category. Because they talk about human values and the choiceâs we have before us in our life, whether to take a âpatli galiâ or stand tall! even at a personal cost. However, the protagonist exhibits his officer likeÂ qualities and in the end makes the right choiceâ.
Speaking on this Ahmed Rahimtoola, VP, Marketing, ABD said âOfficerâs Choice identified the core need of this consumer segment and created a disruptive positioning for the brand based on strong consumer insights. In a market where brands have pitched their communication on premium, achievement and style, Officerâs Choice chose to appeal to the consumerâs conscience and positioned itself on the platform of righteousnessâ.
This ad campaign will be supported by OOH, print, radio, events and on-ground activation.
Officerâs Choice, a 15.7 million case brand is growing at a rate of 33% today. Officerâs Choice commands leadership in markets like Rajasthan, Himachal Pradesh, Haryana, Andhra Pradesh, Chandigarh, West Bengal, Jharkhand and Assam. Its huge sales have propelled the brand to being the 2nd largest whisky sold in the world.
Creative Agency: Metaphor
Media Agency: TME
Production House: Prahlad Kakkarâs Genesis