Officer's Choice adopts new anthem; Jagaiye apne andar ka officer'

Allied Blenders and Distillers Pvt. Ltd (ABD), India’s third-largest and the fastest-growing spirits company has launched a campaign titled “Jagaiye apne andar ka officer”. The new campaign captures the needs and aspirations of the common man, to constantly do well and make the right choices in life. The soulful voice of leading Bollywood singer ‘Shaan’ injects life into thought-provoking lyrics, a dynamic music score and an honest message - to awaken the Officer within you.

The film opens with a boy riding his bicycle and he notices an injured pigeon lying on the road. He stops to pick him up and carefully places the bird in his helmet and takes him away. In the second story a huge fire breaks out in a residential building and a shocked cameraperson goes beyond the call of duty to rescue an old woman stuck in the building. By using relevant slice of life situations, the video inspires the common man to go above and beyond the ordinary and discover his own self esteem. The campaign positions Officer’s Choice as a brand that believes in doing the right things for the larger good and encourages the common man to do the same.

Speaking on the occasion, Ahmed Rahimtoola, Senior VP, Marketing, ABD, said, “The new campaign is based on the righteousness platform through a deep and insightful understanding of the target group. It is a tribute to those who have stood up for what they believe in. No matter what obstacles they face, they will always do the right thing. The campaign embodies the aspirations of the common man who wants to be recognized for his deeds. Officer’s Choice has taken a bold step to position the brand on the righteous platform and take up social issues.”

"I saw this anthem as an opportunity to impact, and inspire the lives of a generation. This opportunity truly inspired me to awaken the True Officer within myself, and drive home a powerful, yet heartfelt message - that of making the right choices in each of life's situations, and reach out to those in need. I took it on as a responsibility to bring a change to the society, by inspiring common people like you and I to go above and beyond their call of duty to make this world a better, safer place - without chasing any external gratification whatsoever. Watching this idea come to life with video and audio, in the soulful voice of Shaan, reaffirmed my belief in the ability of advertising to lead a change." said Atul Purohit, Creative Director, Metaphor.

Credits: 

Client: Allied Blenders and Distillers
Agency: Metaphor
Creative Team: Atul Purohit
Client Servicing: Vinay Khilnani
Production House: Film & Shots
Director: Aman Sachdeva
Producer: Aman Sachdeva