The Glenlivet celebrates life's definitive moments in new spot

The Glenlivet has launched its new ‘The Campaign’ in India, celebrating the proposition of definitive moments in life. In line with the brand’s modern and contemporary feel, this campaign is an evolution from the brand’s heritage as ‘The original one that set the standard’ and is set to reinforce its role as a visionary within the category.

The campaign has been introduced with two films – ‘The Bond’ and ‘The Memory’, demonstrating the beauty of the unspoilt world and encouraging consumers to seek out 'The' moments in their lives with The Glenlivet. The artistic representations help to show consumers that by looking beyond the ordinary, they can unlock something special.

Lately, achievers are getting younger and their world is getting busier. In their frantic struggle to the top, they are losing touch with emotions that are truly special in their lives. The Glenlivet, the whiskey brand, aims to identify and celebrate these special emotions or moments that our target audience, senses a connection with. It is the distinct character of such emotions that inspired us to tell a story of an inimitable bond between two people, and a deep-rooted memory that still plays vividly in one’s mind, through this endearing and culturally true campaign.

Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “The Glenlivet campaign has been designed to celebrate ‘The’ moments, which allow us to lead richer and more fulfilling lives. Given how the young achievers are graduating to finer things in life, it was time we welcomed them to the world of The Glenlivet. Our latest campaign reiterates that in a world with an oversupply of everything-- glut, plenitude and noise, what we need is those definitive moments and the three letter word ‘The’, an iconic and distinctive symbol, reinforces the same.”

Miriam Eceolaza, Marketing Director, The Glenlivet, said, “The Glenlivet campaign is our most ambitious to date. It’s a modern and contemporary campaign that stays true to our heritage. India is a key market for The Glenlivet, and we have created this specific campaign to celebrate some of life’s definitive moments of the Indian consumer.”

Conceptualised by Lowe Lintas for the Indian market, the campaign will be promoted across multimedia platforms.

Janmenjoy Mohanty, Regional President, North and East, Lowe Lintas India, said, "Sometimes the most impactful way to put across the brand message is through good old storytelling. We chose the most endearing stories that celebrate definitive emotions in an individual’s life. Each one has been painstakingly crafted with a fine mix of stunning visuals, underplayed emotions and music that talks to the soul. We hope each of these stories manage to touch a chord with our target audience."

The TVCs:

The Bond:

The Memory:

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