Officer's Choice Black inspires achievers to 'Be more than big, be great'
Conceptualised by Metaphor Communications, the new campaign urges successful people to take that extra effort to empower others through their success
BestMediaInfo Bureau | Mumbai | June 26, 2015
Click on the image to watch the TVC.
Allied Blenders and Distillers (ABD), which recently expanded the presence of its semi premium whisky plus brand Officer's Choice Black, has launched a new campaign – 'Be More than Big, Be Great'. Through this TVC, conceptualised by Metaphor Communications, the brand makes an appeal to successful people to take that extra effort to empower others through their success.
The first TVC starts with a CEO briefing his subordinates during a boardroom meeting while Raju, the office boy, is shown serving tea to all the members. The CEO observes him staring at the whiteboard and soon after the meeting, while Raju is clearing the table, the CEO asks him what he understood from the whiteboard. To which Raju states his regret at not being to complete his education. This gives a sudden inspiration to the CEO who asks Raju whether he wants to study.
The CEO puts his thoughts to it and decides to start a night college in the office itself. With the help of a few of his colleagues, they are successful in creating learning sessions where they provide education to the office boys. In the last scene of the TVC, Raju is seen wearing an academic dress and moves forward to seek the CEO's blessings. Stopping Raju, the CEO congratulates him and the TVC ends with Raju thanking the 'Bada insaan'.
The transformation of a whiteboard into a blackboard gives Raju and others like him another chance at education and moving ahead in life.
The second TVC opens at a restaurant, where a woman is unable to place her order because she is speech-impaired. The manager is unable to understand what she wants and is replaced by a waiter who successfully communicates with her and takes her order. This chain of events triggers a thought in the owner who is watching from a distance. He is then seen sitting with a bank manager trying to explain what he wants.
In the next scene, the owner is in the front of his restaurant which has been renamed as 'Signs' and then he is seen briefing his entire crew in sign language. The staff is made up of differently-abled people and yet they successfully communicate with the guests who come to relish the food at his restaurant. The TVC concludes with him saying to the media 'Kyonki samajhne ke liye sirf dil chahiye!'
The protagonist creates an opportunity for the speech-impaired to be productive at a restaurant where those who can speak end up speaking in sign language and discover the joy of communication.
Speaking on the campaign, Ahmed Rahimtoola, Head - Marketing, Allied Blenders and Distillers, said, “Officer's Choice Black is for the man who does not equate success with money alone. In this tough competitive scenario, Officer's Choice Black decided to aim for thought leadership and create a strong aspirational and emotional connect with the consumer. The Officer's Choice Black consumer believes that real success is that which helps transform the lives of others. The glamour and power are only temporary and individualistic with no effect whatsoever on society. Officer's Choice Black gives an inspiration to rise beyond individual achievements and seek larger good for the society. The brand thought is beautifully captured in the baseline 'Be More than Big. Be Great'.”
Atul Purohit, Executive Creative Director, Metaphor Communications, added here, “The agency faced a challenging task due to varying realities. 'Success' was the category code in the semi premium segment, whereas the Officer's Choice franchise had been built on the platform of 'Righteousness'. We researched what success meant to the young, successful, optimistic and confident individuals who formed the target group. What stood out was the belief that 'small acts of goodness which impact society make success even more meaningful'. With this understanding we could marry the category code of success with the brand DNA of righteousness. The objective was to inspire the target group to rise beyond success and strive for something bigger. More meaningful. It inspires them to use their success to help others succeed. Thereby empowering others and enriching the lives of people around them. We have attempted to bring this brand belief to life in an emotional and inspiring manner encapsulated in the line 'Be More Than Big, Be Great'.”
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