McDowell's No.1 stays true to #No.1 Yaari
McDowell’s No.1, created yet another milestone with the launch of the first 7 seven minute musical - #No.1 Yaari. Capturing the essence of close friendships, the brand has released this campaign across several platforms to connect and engage with its consumers. The 7 minute movie has gained popularity since its release last week especially with the song – Aisi Waisi Dosti Nahi by Mohit Chauhan becoming very popular written by Sonal Dabral- Executive Creative Director and Chairman of DDB Mudra and directed by Anupam Mishra. The overall essence and message of the film – of close buddies, nostalgia and special moments resonates with the brand proposition of McDowell's No. 1 hence the right fitment. McDowell's No.1 has already created a huge burst digitally (using their social assets and ads), cinema, radio as well as television to promote this film.
“Real friendship is one of life's strongest and most rewarding relationships. We're very proud of our new McDowell's No. 1 film that portrays real friendships that bind people together through the years. This is the first time that McDowell's No1 had used a long musical narrative to communicate the brand proposition through nostalgia. Consumers and the trade have loved the film particularly as McDowell's No. 1 is at the heart of their own special memories of celebration with their closest friends.” Says Unnati Sinha, Sr Vice President Marketing, United Spirits Limited.
The campaign has received tremendous response digitally. Within 1 week of release, the campaign has received over 1.33 million views (Facebook + Youtube) and the number is only increasing. 9,500 people shared the campaign video on Facebook+Youtube. Also #No.1 Yaari video has received over 46,000 likes/comments on social media in constrains. This has been the biggest content campaigns for McDowell’s No.1 in India till date.
McDowell’s No.1 was also named “Brand of the Year” in the Alcoholic Beverages – Spirits category for India at the 2014 World Branding Awards. 69 brands from 25 countries were honoured at a glittering awards ceremony at the prestigious One Whitehall Place in London over the weekend. It also rated as one of the “Most Valuable Brand’ conducted by prestigious research agency Milward Brown reinstating the trust, message and resonance the brand has globally.
Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group and lyricist for song ‘Aisi Waisi Dosti Nahi’ stated, ““Beyond the transience of social networks, there is a friendship that is deep and genuine. I wrote the ‘#No1Yaari’ song as a tribute to such cherished, meaningful friendships that enrich our lives. ‘Aisee Waisi dosti nahin’ is exactly how I define these rare special friendships. It’s a track that will transport everyone to the wonderful moments that have made these friendships special and sure to bring a smile to their face, as it will remind them of their own No1 Yaari.”
Director and ad film maker Anupam Mishra commented, “With this tie-up with McDowell's No.1 I hope to capture the friendship space from which memorable moments are born. This movie is meant for everyone because this relation exists in everyone’s life.”