Officer's Choice Black inspires to 'Be more than big, be great' through its new campaign

Allied Blenders and Distillers Pvt. Ltd (ABD), India’s third largest alco-bev company, that recently expanded the presence of its semi premium whisky plus brand ‘Officer’s Choice Black’, has launched a new campaign “Be More than Big, Be Great”. Through this TVC, the brand is making an appeal to successful people to take that extra effort to empower others through their success.

The first TV Commercial starts with a CEO briefing his subordinates during a boardroom meeting while Raju, the office boy, is shown serving tea to all the members. The CEO observes him staring at the whiteboard and soon after the meeting, while Raju is clearing the table, the CEO asks him on what he understood from the whiteboard. To which Raju states his regret at not being to complete his education. This gives a sudden inspiration to the CEO who asks Raju on whether he wants to study.

The CEO puts his thoughts to it and decides to start a night college in the office itself. With the help of few of his colleagues, they are successful in creating learning sessions where they provide education to the office boys. In the last scene of the TVC, Raju is seen wearing an academic dress and moves forward to seek blessings from the CEO. Stopping Raju, the CEO congratulates him and it ends with Raju thanking the ‘Bada insaan’
The transformation of a whiteboard into a blackboard gives Raju and others like him another chance at education and moving ahead in life.
 TVC link: https://www.youtube.com/watch?v=hnxWwata5Ls

The second TVC opens at a restaurant where a woman is unable to place her order because she is speech-impaired. The manager is unable to understand what she wants and is replaced by a waiter who successfully communicates with her and takes her order. This chain of events triggers a thought in the owner who is watching from a distance. He is then seen sitting with a bank manager trying to explain what he wants and then the chef.
In the next scene, the owner is in the front of his restaurant which has been renamed as SIGNS and then he is seen briefing his entire crew in sign language. The staff is made up of differently-abled people and yet they successfully communicate with the guests who come to relish the food at his restaurant. The TVC concludes with him saying to the media “Kyonki samajne ke liye sirf dil chahiye!”

The protagonist creates an opportunity for the speech-impaired to be productive at a restaurant where those who can speak end up speaking in sign language and discover the joy of communication.

 TVC link: https://www.youtube.com/watch?v=g_nrZ79QqLA

Speaking on the campaign, Mr. Ahmed Rahimtoola, Head Marketing, Allied Blenders and Distillers, said, “Officer’s Choice Black is for the man who does not equate success with money alone. In this tough competitive scenario Officer's Choice Black decided to aim for thought leadership and create a strong aspirational and emotional connect with the consumer. The Officer’s Choice Black consumer believes that real success is that which helps transform the lives of others. The glamour and power are only temporary and individualistic with no effect whatsoever on society. Officer's Choice Black gives an inspiration to rise beyond individual achievements and seek larger good for the society. The brand thought is beautifully captured in the baseline ‘Be More than Big. Be Great.”

Credits:
• Creative Agency: Metaphor communications Pvt. Ltd. Creative team
• Production House: Caramel Pictures
• Director: Will van der Vlugt
• Producer: Neeraj Vasudeva/ Rakesh Soni
• Music director: Nazad Patel