TV remains a powerful tool for reaching large, diverse demographics: Varun Koorichh

Royal Challenge Packaged Drinking Water recently unveiled a new campaign, titled ‘Choose Bold 2.0’. The campaign pays tribute to those people who always move forward in life, playing their own game, further encouraging members of society to break free from the chains that bind them and chose bold instead of playing it safe. This is in account of the fact that in life people are often faced with choices that are sometimes complete opposites of each other, with some being the familiar ones and the others a little unknown, making them feel curious. The insight behind the ‘Choose Bold 2.0’ campaign is that the people in society who walk on the road less traversed make a mark. The  campaign also speaks of the fact that ‘Choosing Bold’ is not just about being brave, but overcoming the obstacles in life with utmost confidence and showing the path forward to others.

The ‘Choose Bold 2.0’ campaign features celebrated cricketer Virat Kohli, actor Vidyut Jamwal and cricketer Smriti Mandhana. The campaign showcases the valiant choices of cricketer Virat Kohli in his life as well as on the ground that earned him many accolades, the supervision and strong mentorship by Smriti Mandhana that led her team towards victory during the Women’s T20 tournament, the resilience portrayed by Vidyut Jammwal in embracing boldness by making a return to his roots of martial arts after going through a major injury.

The campaign starts with Virat Kohli narrating that life will make you win when you choose yourself and choose bold. Here ‘Naya Shers’ refer to those who have the faith in choosing bold, further pushing the boundaries of what is possible. The objective of the brand is the union of many such ‘Naya Shers’ from every corner of the world and offering them motivation and inspiration for breaking free from societal norms and living life on their own terms.

Watch the ad film:

https://youtu.be/-CKL8B-XOJY?si=V3OxWaLJtrfg3crt

In conversation with Adgully, Varun Koorichh, VP - Marketing and Portfolio Head, Diageo India, speaks at length about the concept and idea behind the campaign ‘Choose Bold 2.0’, the expectations, how Royal Challenge Packaged Drinking Water’s philosophy has been integrated into the  360-degree marketing campaign, the strategy behind using TV as a broad base medium for expanding the campaign’s reach, long-term brand equity goals, the influence of consumer behaviour and market trends on the campaign’s development, and more.

What is the concept and idea behind the ‘Choose Bold 2.0’ campaign? What are the expectations from this campaign?

The concept and idea behind the ‘Choose Bold 2.0’ campaign are strategically designed to build on the success of last year’s “Naya Sher Anthem”. Last year, we established the ‘Naya Sher’ as a bold trailblazer who forges their path, moving beyond conventional norms and carving their path. This year, we are making a significant shift in perspective to further elevate and deepen this core philosophy in the minds of our consumers. ‘Choosing Bold’ isn’t just about being brave; it’s about embracing challenges and winning against all odds with the belief that life chooses you when you choose bold. We aim to reinforce the brand’s core ethos and deepen its resonance, positioning ‘Choose Bold 2.0’ as not just a continuation but a significant advancement in our journey to inspire and empower. The campaign aims to fortify the connection between the brand and the concept of boldness empowering our audience to face challenges confidently.

How has Royal Challenge Packaged Drinking Water’s philosophy been integrated into the new 360-degree marketing campaign for ‘Choose Bold 2.0’?

The Choose Bold philosophy is integrated throughout our 360-degree marketing campaign via key strategies, reflecting our commitment to fostering boldness in every facet of life.

‘Choose Bold 2.0’ is designed to be omnipresent, seamlessly engaging our audience across various channels. We have integrated our message across digital platforms, social media, traditional media, and on-ground activations. This unified approach creates an immersive brand experience and reinforces our message consistently.

This year, the Choose Bold narrative has evolved by adopting a linear storytelling approach, featuring influential figures like Virat, Smriti, and Vidyut. This approach creates a cohesive journey that resonates with our audience on a personal level, making the message about bold choices more impactful and relatable.

We are dedicated to driving meaning and distinction through our campaigns. The Choose Bold 2.0 campaign goes beyond promoting bold choices; it highlights the importance of these choices in shaping one’s identity and future. By encouraging our audience to make bold choices and play their own game every day, we strive to make a lasting impact that sets our brand apart in the marketplace.

What is the strategy behind using TV as a broad base medium for expanding ‘Choose Bold 2.0’s reach?

TV remains a powerful tool for reaching large and diverse demographics, allowing us to deliver our message to a wide audience. The strategy behind utilizing TV as a broad-based medium for expanding the campaign’s reach is to maximize exposure and engagement. By integrating TV with digital platforms, social media, and on-ground activations, we aimed to create a cohesive campaign that reinforces our message across various channels. TV’s broad reach, combined with the targeted precision of digital and social media, maximizes the campaign’s overall impact and effectiveness.

What is the reason for collaborating with Virat Kohli, Smriti Mandhana, and Vidyut Jamwal as brand ambassadors for the campaign ‘Choose Bold 2.0’?

Collaborating with Virat Kohli, Smriti Mandhana, and Vidyut Jamwal for Choosebold 2.0 strategically aligns with the brand’s core values and objectives. Virat Kohli, a global cricket icon, the epitome of bold choices embodies the spirit of rising against all odds. For over a decade, he has been a prominent part of Royal Challenge Packaged Drinking Water, perfectly reflecting the brand’s message. Smriti Mandhana, a trailblazer in women’s cricket, showed bold leadership by guiding her team to victory in the Women’s T20 tournament, demonstrating remarkable resilience. She embraced boldness and took risks when others played it safe, proving herself as a formidable force to be reckoned with.

And, the nation’s best action hero, Vidyut Jammwal, embraced boldness by returning to his martial arts roots after overcoming a significant injury. These stories of perseverance perfectly reflect the bold choices we aim to celebrate with Choose Bold 2.0. Together, these Naya Shers authentically connect with diverse audiences, inspiring them to embrace bold choices and champion their paths with confidence.

What are the long-term brand equity goals that the brand aims to achieve?

Choose Bold 2.0 is designed to elevate the overall equity of the brand and solidify its position as a true challenger brand in the market. Our goal is to challenge the status quo by redefining consumer expectations and establishing new standards in the industry. The campaign aims to position our brand as a distinctive and innovative leader and help us achieve sustained growth and success.

Who is the TG for this campaign ‘Choose Bold 2.0’ and the specific consumer segments or demographics that are being targeted more?

Our focus is on expanding our presence in regional markets like Maharashtra, Telangana, Uttar Pradesh, Haryana, Punjab, Rajasthan, Orissa, Assam and West Bengal. We recognize the importance of connecting with diverse audiences across different regions, each with its unique preferences and cultural nuances. This approach allows us to tailor our campaigns and messages effectively, ensuring relevance and resonance locally.

What is the marketing/ media mix strategy of the campaign ‘Choose Bold 2.0’ and the way the brand is leveraging AI, technology, and digital media to promote the campaign?

The marketing strategy for the campaign focuses on amplifying brand salience and reach through a multi-faceted approach that leverages traditional media such as TV and digital platforms. This involves tailored content and targeted messaging that resonates with the specific interests and needs of Boomtowns and SEC BC Audience. Additionally ensuring that the campaign covers all Priority 1 markets, where there is a high concentration of the target audience.

What are the market trends and consumer behaviour influencing the development of the new campaign ‘Choose Bold 2.0’?

In a scenario where wallets are stretched and the segment is cluttered with dominant brands and several competitors, Royal Challenge Packaged Drinking Water stands out as a strong challenger brand due to its differentiated proposition and value. In today’s evolving social culture, young consumers are choosing bold lifestyles and aspirations. They are gravitating towards accessible, convenient options that align with a variety of social moments and distinct experiences.

How has the traction received out of the campaign so far and to what extent have the marketing objectives been fulfilled?

The traction received from the campaign so far has been promising, even though it’s still early to make a comprehensive assessment. Launched during the World Cup, the campaign has already achieved a substantial reach of over 100 Million through digital, print, and cinema channels. The early data suggests that we are on track to meet our marketing objectives, with positive momentum building as the campaign continues to unfold.

How has the performance of Royal Challenge Packaged Drinking Water in FY 2024 and the growth targets/ focus areas for 2025?

The performance is still being assessed, and it is a bit early to share specific numbers at this stage. We are carefully monitoring progress and gathering insights to evaluate our achievements accurately.

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