Officer's Choice Blue asks the righteous to 'Raise your Voice'

The campaign created by Metaphor Communications marks the launch of OC Blue in Mumbai

Sohini Sen | Mumbai | November 7, 2103

Click on the image to watch the TVC.

Officer's Choice Blue, the semi-premium whisky brand from Allied Blenders and Distillers (ABD), has just been launched in Mumbai. Promoting its entry in the spirits market is the new campaign 'Raise your voice'.

Metaphor Communications has conceptualised this campaign with a primary focus on television. This will be followed by conventional and innovative outdoor hoardings, retail POPs, digital integrations and on-ground activations.

“Our research revealed that 'righteousness' is a timeless value that is central to our lives irrespective of the strata of society that we come from, the profession that we pursue or our societal status. The positioning of Officer's Choice Blue is centered on this timeless value of righteousness and it resonates even with the core of our young, increasingly progressive, highly discerning and aspiring target audience. This value gave birth to the seed of the campaign and our brand owns an extremely strong positioning platform which is a clutter-breaker in the universe of style, achievement and feel-good communication. The protagonist in the TVC is young, progressive and an aspirational individual who exhibits the value of righteousness in situations that call for any noble citizen to stand up and raise his voice,” said Ahmed Rahimtoola, Senior VP, Marketing, Allied Blenders and Distillers.

A set of two TVCs talk about righteousness as the human quality which is found in Officer's Choice drinkers. The first TVC takes place in a restaurant. A woman eating with her male companion is seen being mistreated. While most patrons at the restaurant ignore the behaviour of that man and decide to not interfere, the protagonist draws on his officer like qualities and raises his voice to make the man stop mistreating the lady.

The second TVC shows an office where a senior executive is seen harassing a female colleague. He at first keeps sending her text messages and then harasses her in person. While most other employees decide to not interfere since the man in question is superior to them, only the protagonist raises his voice and makes the man stop his misbehaviour.

Through this campaign, the brand exhorts consumers to get in touch with their 'righteous' personality and not be a silent spectator in such situations. Even though the consumer is a young, discerning, confident and progressive individual, his inner self has certain core values that remain unchanged. The campaign projects Officer's Choice Blue as a brand that believes in doing the right things for the larger good and encourages people to do the same.

"As the communication partner of ABD, we at Metaphor have built a strong equity for the flagship brand OC Whiskey on the value of righteousness that encourages and recognises the consumer's right choices and deeds in society. OC Blue is the premium variant of OC. It connects with the young and progressive consumers who have refined tastes and high aspirations in life and stand out as a superior product in the semi-premium whiskey segment. For the brand campaign we explored the core value of the mother brand and built the campaign thought based on the insight that righteousness holds an extremely strong ground in an individual's life, across social segments and age groups. Today, atrocities against women in society are on the rise. In this scenario we made the brand stand for a cause and asked the consumer to raise his voice against different forms of such atrocities. The TVCs bring forth certain situations and instances in today's society and create a strong, emotive appeal that is sure to win the hearts of the brand's TG," commented Pankaj Arora, National Planning Director, Metaphor Communications.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Metaphor Communications

Production House: Caramel Pictures Mumbai

Director: Will Van Der Vlugt

Producers: Rakesh Soni and Neeraj Vasudeva

Music Director: Indrajeet Sharma

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com