Officer's Choice Blue lauds people who choose the right path in life

Officer’s Choice Blue Snacks has launched its new TVC campaign featuring Mahendra Singh Dhoni. Created by Metaphor Communications, the campaign takes a stand on the core human values of integrity and doing things right.

The 45-second film begins with MS Dhoni acknowledging and saluting all who do not, and did not, resort to any ‘setting’ in life. Dhoni then walks us through ‘slice of life’ situations lauding the honesty of people who have not done any ‘setting’ to achieve their goals. The film smartly covers relatable issues of college admissions, traffic penalties, business contracts and elections. It also touches on social issues such as dowry and reinforces the importance of making the right choice. The TVC ends with the acknowledgement of, ‘Salute Toh Banta Hai’, for people who have not done any ‘setting’. For them, the end does not justify the means, #setting nahi ki. The credibility of thought is built with Dhoni’s candid narration, and the film is set stylishly with the transitions of different situations a visual delight.

Ahmed Rahimtoola, Head Marketing, Allied Blenders and Distillers, said, “Officer’s Choice Blue snacks has always stood for a strong sense of purpose. Positioned on the platform of righteousness, the brand has built a distinctive personality around honesty and integrity. MS Dhoni as a brand embodies similar values and we found a strong fit to pursue this engagement. We’re hoping #SettingNahinKi becomes an inspiration for people to walk the right path; no matter how harsh the challenge appears to be.”

Speaking about the campaign, MS Dhoni, said, “Life is all about the choices we make; and those who make the right choice deserve a salute. I’m glad Officer’s Choice Blue Snacks is inspiring people to always stay ‘righteous’ in walks of life, regardless of the difficulty of situation and severity of demands.”

Jyotsna Parikh, Creative Head (Mumbai), Metaphor Communications, said, “Given the righteousness platform that the brand has been built on, connecting it to Dhoni’s own principles in life was a natural progression. We’re hoping #SettingNahinKi becomes an inspiration for people to walk the right path however difficult it may be.”

Virendra Saini, Executive Director, Triton Communications, said, “The brand Officers Choice Blue with its differentiated positioning of righteousness has always inspired the common man to stand by what is right. The new creative interpretation of #SettingNahiKi is another beautiful idea that will resonate with the target group. From a successful launch in 2008 to this fitting association with MSD, it has been an enriching experience to be a part of this brand’s growth trajectory. This will surely be a game changer.”

Arun Pandey, Chairman of Rhiti Sports, said, “The whole nation looks up to MS Dhoni as an inspiration and this campaign is a sincere effort to laud the honest people of this country to chase their dreams the right way.”

The campaign:

Credits:

Client: Officer’s Choice Blue

Agency: Metaphor (a group company of Triton Communications)

Executive Director: Virendra Saini

Servicing Team: Virendra Saini, Nehal Tolia, Khushboo Patil, Sagar Parikh

Creative Head Mumbai: Jyotsna Parikh

Script: Jyotsna Parikh

NCD: Ullas Chopra

Production House: DLB (Deepak Bhosle)

Director: Llyod Baptista

Client: Bikram Basu, Ahmed Rahimtoola

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