Officer’s Choice Blue, produced by Allied Blenders and Distillers (ABD), is one of the fastest growing brands in the Deluxe whisky segment. A key reason for the brand’s success has been its unique campaign built on the platform of ‘Righteousness’. The objective of this campaign platform was to understand righteousness where it stands today and what can be done to strengthen it.
ABD with its Creative Agency successfully arrived at a new interpretation of Righteousness that is relevant to the modern context. The campaign is built on the idea of “The Good Samaritan”. It depicts the person who does the ‘right’ acts by putting others’ interests first. It shows everyday acts of kindness, small or big, which spread cheer.
Nothing is more satisfying than bringing a smile to someone. Officer’s Choice Blue respects these selfless acts which make a better world, and applauds with the catch line Salute toh banta hai!
In the whisky space, no other campaign has highlighted this type of messaging. As it is linked to the brand name Officer’s Choice, it makes the viewers feel that this quality of being there for others was an Officer-like quality.
ABD spent nothing to test the Righteousness TVCs. It shared these TVCs on social media through its existing page of Raise Your Voice (earlier communication platform) with a fan following of 1.1 lakh. Starting September 22, 2016, three TVCs were launched in a gap of 4-5 days. The TVCs touched people’s heart and they logged a cumulative video views of 19.62 lakhs between September 22 and October 19, 2016. All these were organic views without any paid boosters.
The OC Blue campaign also served as a boost for the lead brand for OC Whisky (the largest whisky brand in the world). This helped ABD save on media monies as there is no need to advertise both the variants separately.