William Grant & Sons and SapientNitro present 'The Awesome Job'

Blended Scotch whiskey brand Grant's launches in India with the #Standtogether campaign that searches for an India brand ambassador, but with a twist

Aanchal Kohli | Mumbai | June 10, 2015

Click on the image to watch the ad film.

Marking the launch of its blended Scotch whiskey brand Grant's in India, William Grant & Sons has unveiled its unique campaign #Standtogether. Bred to find an instant connect amongst the youth, the campaign has been brought to life by SapientNitro.

To launch the brand in India, the company has begun the hunt for an India brand ambassador for Grant's Whiskey through 'The Awesome Job', which comes with a twist – you cannot apply for it no matter how much you may want it.

Interestingly, in this initiative one's friends will have to #standtogether with the contestant through various stages and shortlists, for him/ her to be the chosen one.

#Standtogether is Grant's ideology that underlines the fact that no achievement is big enough unless shared and each one of us owes our success to someone. Through this campaign, Grant's aims to reach out to the young adults who want to acknowledge and celebrate the spirit of collectivism and togetherness. The idea is to 'activate friendship for greatness' and play on the well-established fact that success today is no longer a solo journey. Peers help you navigate a million crisscrossing roads leading to opportunities. The campaign resonates with the true spirit of coming together to drive collective ambitions and applauds the sentiment of friendship.

KV Sridhar

Speaking to BestMediaInfo.com about the campaign, KV Sridhar, Chief Creative Officer, SapientNitro, India, said, “Grant's as a brand believes in collaborative success and the power of connections. To launch the brand in India, we decided to activate friendship rather than merely talking about it. 'The Awesome Job' is a first-of-its-kind integrated campaign leveraging the power of connections, both online and offline, where the consumer is the ultimate hero. We are very excited to partner with an iconic brand like Grant's and are confident this campaign will see significant uptake within the digital natives and connected consumers of India.”

The campaign went live on social media a couple of weeks back. When asked about the response received so far, Sridhar informed that over 850 applicants had applied so far and 10 per cent participation conversion (five times higher than the industry average) had been witnessed.

“Not only that, but 880,000 Facebook fans have been reached and as of now, 1 lakh+ video views have been registered for 'The Awesome Job' film, with 1,200+ votes being cast so far,” Sridhar further said.

Shweta Jain, Marketing Head, William Grant & Sons India, commented, “The Grant's way says that when the right people stand together, great things happen.  As we embark on the search for the India brand ambassador, we mirror the current sentiment of celebrating partnerships, entrepreneurial spirit and treading unchartered paths. It's actually the Grant's way to activate friendships towards shared success.”

So, what does 'The Awesome Job' entail? Your friends will fly with you to Scotland even before your job actually begins. You get coached to churn out amazing mixes, you are inducted into appreciating exquisite cuisines and hobnob with the glitzy people at lifestyle dos. It's a job that needs you to love travelling, do things differently, meet interesting people every day, have a great sense of humour and talk passionately. In three steps, this Facebook app lets your friends propagate your hidden or well demonstrated skills to a dream role.

Grant's India - The Awesome Job ad film:

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