Seagram’s Imperial Blue celebrates the funny and quirky side of men
Seagram’s Imperial Blue/Imperial Blue Superhits Music CDs brings alive the funny side of men once again with their latest set of TVCs from the ‘Men will be Men’ campaign. What comes as a surprise this year is the debut of one of the most popular and loved jingle ‘Pyaar ki Raah Mein’ as a complete song that celebrates 20 years of the brand’s journey in India.
The quirky and humorous ad campaign highlights insightful messaging by the brand showcasing the undying love men have for certain prized possessions, which they sometimes love even more than themselves. The amusing and interesting 20 second ad films have been developed by Ogilvy and targets aspiring confident men who take on life with optimism between the ages of 25-35 years.
‘Pyaar ki raah mein’, a two-line jingle used in ad campaign has now been developed into a 4 minute song, initiated specially on request from consumers. The song will be launched soon.
Over the years, the campaign has gained cult status and become one of the most iconic campaigns in the country. Each new leg of the campaign is eagerly awaited and enjoyed by the consumers and is heavily shared and circulated by the brand loyalists. This is testimony to the love and trust this brand enjoys amongst audiences. The two latest ads showcase how men are possessive about certain belongings such as bikes and shoes and how they love them with all their heart and are willing to do anything and everything to shield these possessions.
The first ad features a young man who is cleaning his bike before going to work, he sees a car coming towards him, on seeing a puddle of mud on the road he anticipates the car to splash it on his bike. He quickly stands in front of the bike and takes the mud on himself so that his bike does not get dirty. The ad showcases exactly what men do to protect the things they love. The second ad features two young men walking together where one of them realizes while speaking to his wife on the phone, that his shoe lace is open. He hands over the phone to his friend who pretends to be him and speaks to his wife while he ties the lace and gets back on the call, without his wife getting to know.
Commenting on the launch of the new ad campaign and song, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said “Imperial Blue’s vision has been to create a resounding impact and establish an emotional connect with the audience. We have been able to bring this to life by showcasing the typical idiosyncrasies of men with the tagline ‘Men will be Men’. The popular two-line jingle ‘Pyaar ki raah mein’ is also being released as a full-fledged song to celebrate 20 years of the brand’s journey in India. The new TVC campaign and song reiterates our commitment to delivering what our audiences want and staying relevant to them is imperative to us”.