Adgully Exclusive | ABD awakens the spirit of righteousness with 'Jagaiye Apne Aandar Ka Officer'

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.

The 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 about the thought behind the campaign, Ahmed Rahimtoola, VP, Marketing, ABD said, "The BIG IDEA behind our campaign was that "It is the choices and actions that we take that determine whether we are true officers or not, in life'. The brand proposition is communicated through a series of 3 dramatic films based on real life situations. The films show common men, faced with "choices' that they come across in their day to day life and the show the true officer take the RIGHT CHOICE in life. These films celebrate everyday victories of common men and salute the officer in them while inspiring other viewers to follow suit and be righteous in their lives."

The company had conducted an in depth research on the regular whisky segment which covered the category in general, the consumer and competition. The research highlighted that the Officer's Choice consumer wants to be seen as a respected person who has authority and is conventionally successful. Recognition is his key motivation and the only way he believes he can achieve this, is through his deeds and actions.

"Our TG believes in being helpful, good natured and honest. The choices (right) he makes, is what he believes will make him stand out from the rest. Officer's Choice identified this core need of the consumer segment and positioned itself on the platform of "Righteousness' through the tagline "Jagaiye apne andar ka Officer'," Rahimtoola added.

The campaign is being promoted through a combination of TV, Radio and OOH. Rahimtoola further adds, "Officers Choice has a good equity and loyal consumer base. Through this campaign we want to further strengthen our emotional bond with our TG and increase the number of "Adorers" within our consumer base."

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. | By Prabha Hegde [prabha(at)adgully.com]