New Officer’s Choice campaign hopes to awaken the spirit of righteousness

Mumbai: Allied Blenders and Distillers Pvt. Ltd. (ABD), India’s fastest growing spirits company has launched a new TVC for its flagship brand Officers Choice. The ad campaign entices the consumer to awaken the ‘Officer’ inside them. ‘Officer’ is used as a metaphor for the ability to have the assessment of righteousness which the brand emulates.

This campaign talks about everyday victories by common men and salutes the ‘officer’ or the spirit of righteousness in them while inspiring other viewers to follow suit and be righteous in their daily lives. The premise is encapsulated very well in the tagline- Jagaiye Apne Aandar Ka Officer. The film lays emphasis that one doesn’t need to be rich nor decorated to do great acts.

Speaking on this commercial Prahlad Kakkar, Director of the film said “These are one of the best commercials that I have come across in the liquor category. Because they talk about human values and the choice’s we have before us in our life, whether to take a “patli gali” or stand tall! even at a personal cost. However, the protagonist exhibits his officer like qualities and in the end makes the right choice”.

Speaking on this Ahmed Rahimtoola, VP, Marketing, ABD said “Officer’s Choice identified the core need of this consumer segment and created a disruptive positioning for the brand based on strong consumer insights. In a market where brands have pitched their communication on premium, achievement and style, Officer’s Choice chose to appeal to the consumer’s conscience and positioned itself on the platform of righteousness”.

This ad campaign will be supported by OOH, print, radio, events and on-ground activation.

Officer’s Choice, a 15.7 million case brand is growing at a rate of 33% today. Officer’s Choice commands leadership in markets like Rajasthan, Himachal Pradesh, Haryana, Andhra Pradesh, Chandigarh, West Bengal, Jharkhand and Assam. Its huge sales have propelled the brand to being the 2nd largest whisky sold in the world.

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