Fireball Whisky India aims to celebrate a new kind of cheating since Valentine's Day. Through a month-long campaign created by Fireball’s creative partners, That Hybrid Agency, the brand invited the young LDC to cheat on their regular drink and #GrabAQuickie with shots of Fireball Whisky.
The agency aims to create a quirky association with the word “cheating” and a recall for the brand without diluting the sentiments around Valentine’s Day and romance.
Omkar Joshi, Founder and Chief Creative Officer, That Hybrid Agency, mentioned, “Today, a brand is not just competing with rival brands but also with various brands outside the category, and countless content creators since attention is the ultimate currency. With this view in mind, we wanted to create a campaign that grabbed attention, and helped alter consumption patterns.”
Hemant Mandaliya, Senior Creative Director, That Hybrid Agency, said, “We’ve already been creating strong communications for the past one and a half years with Fireball Whisky India. We wanted to capitalise on that momentum to catapult the brand further, and this campaign presented the perfect opportunity. Valentine’s Day marks an important event in every marketer’s calendar. The event is generally associated with mush and romance. However, we wanted to approach it with a fresh take, which is helping the brand break the comms clutter.”
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