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Tiger Shroff is brand ambassador of 8 PM Premium Black Music CDs

Crafted by Bei-Confluence, the new TVC campaign celebrates the brand’s positioning, ‘Taste so smooth that when tasted, even rivals become friends’

Click on the Image to watch the TVC.

Spirits company Radico Khaitan has announced Bollywood actor Tiger Shroff as the brand ambassador for its brand 8 PM Premium Black Music CDs.

8 PM Premium Black Music CDs is a brand extension of 8 PM Premium Black, India’s new premium whisky.

The brand launched its campaign on the lines of the brand essence, ‘smooth taste of friendship’ and shows Tiger in his never-dying energy. It is being telecast across major national and regional electronic and digital platforms and will play over the next eight weeks.

Crafted by Bei-Confluence, the campaign celebrates the positioning of the brand 8PM Premium Black – ‘Taste so smooth that when tasted, even rivals become friends’. 

As an extension of the campaign, the brand unveiled a music video, #AreUComing, last month with Tiger Shroff. It reached over 16 million views within a month of its release.

Produced by Happy Productions India, the music video and the TVC are choreographed by film director and choreographer Remo D'Souza and sung by Benny Dayal. The music has been composed by talented duo Sachin-Jigar.

Speaking on the 20-year journey of the brand, Amar Sinha, COO, Radico Khaitan, said, “8 PM Premium Black (Music CDs) is a notch up offering of the Limca Book of Record holder 8 PM brand and is promising to join the success league of its parent brand. We are proud to launch this extensive campaign and strongly believe that it will contribute immensely to strengthen the brand 8PM Premium Black and take it to the next level. We are excited and thrilled to have Tiger on board as he represents energy, youthfulness and vigour and these traits are completely in sync with our brand.”

The TVC:

Music Video:


Client: 8 PM Premium Black Music CDs, Radico Khaitan

COO, Radico Khaitan: Amar Sinha

Agency: Bei-Confluence

Production House: Happy Productions India

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