Officer's Choice Blue walks the righteous path with "Raise Your Voice" 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 brand ‘Officer’s Choice Blue’ through its arrival in Mumbai has launched a new campaign “Raise Your Voice” upholding the timeless value of righteousness and contemporarising it through a modern societal set-up.

The first TV Commercial depicts a woman being mistreated by her male companion in an up market restaurant. Her companion’s ill tempered and domineering behaviour is seen by everyone at the restaurant but they choose to be silent spectators. It is only the protagonist who draws on his officer-like virtues and raises his voice as the man’s misbehavior continues and shows no sign of stopping.

The second TV Commercial depicts a scenario at a work place, wherein the boss misbehaves with a female colleague-initially through text messages and then later in person. It is then that the protagonist chooses to raise his voice and not remain a silent spectator anymore thereby helping the woman and putting an end to the boss’ advances.

“Raise Your Voice” is a campaign that builds on the legacy of the Righteousness value that is synonymous with Officer’s Choice Blue. It does so in a manner that is relevant to the target audience. At the very core of all humans, righteousness is the most cherished value that passes from one generation to the other and is therefore timeless. And even though the consumer is a young, discerning, confident and a progressive individual, his inner self has certain core values that remain unchanged.

Speaking on the campaign, Mr. Ahmed Rahimtoola, Senior VP, Marketing, Allied Blenders and Distillers, said, “Our research revealed that Righteousness is a timeless value that is central to our lives irrespective of the strata of society that we come from, the profession that we pursue or our societal status. The positioning of Officer’s Choice Blue is centered on this timeless value of Righteousness and it resonates even with the core of our young, increasingly progressive, highly discerning and aspiring target audience. This value gave birth to the seed of the campaign and our brand owns an extremely strong positioning platform which is a clutter-breaker in the universe of style, achievement and feel-good communication. The protagonist in the TVC is young, progressive and aspirational individual who exhibits the value of righteousness in situations that call for any noble citizen to stand up and raise his voice”.

By owning this platform, the brand exhorts consumers to get in touch with their RIGHTEOUS person and not be a silent spectator during such situations. The campaign projects Officer’s Choice Blue as a brand that believes in doing the right things for the larger good and encourages people to do the same. The brand has acquired substantial traction across markets and has already crossed 1.5 million cases (*YTD Sep’13) in sales nationally.

The campaign will use TV commercials, which will be followed by conventional and innovative outdoor hoardings, retail POPs, digital integrations and on ground activations.
 
Credits
Creative Agency: METAPHOR COMMUNICATIONS
Production House: CARAMEL PICTURES MUMBAI
Director: Will Van Der Vlugt
Producer: Rakesh Soni and Neeraj Vasudeva
Music director: Indrajeet Sharma