MUMBAI: Officers Choice Blue Snacks, one of the largest consumer brands in the country, launched its new TVC campaign featuring Mahendra Singh Dhoni.
Officers Choice Snacks, over time, has stood for the core human value of integrity and ‘doing things right,’ and MS Dhoni mirrors the very same virtues. Dhoni is known for his calm and collected demeanour, his ability to make the ‘right choices,’ on field as a cricketer- and in life overall. His personality finds resonance with the positioning on righteousness of Officers Choice Snacks.
Created by Metaphor Communications, the 45-second film begins with MS Dhoni acknowledging and saluting all who do not, and did not, resort to any ‘setting’ in life. Dhoni then walks us through ‘slice of life’ situations lauding the honesty of people who have not done any ‘setting’ to achieve their goals. The film smartly covers relatable issues of college admissions, traffic penalties, business contracts and elections. It also touches on social issues like dowry and reinforces the importance of making the right choice.
The credibility of thought is built with Dhoni’s candid narration, and the film is set stylishly with the transitions of different situations with a visual delight.
Allied Blenders & Distillers head marketing Ahmed Rahimtoola says, “Officer’s Choice Blue snacks has always stood for a strong sense of purpose. Positioned on the platform of righteousness, the brand has built a distinctive personality around honesty and integrity. MS Dhoni as a brand, embodies similar values and we found a strong fit to pursue this engagement. We’re hoping the campaign becomes an inspiration for people to walk the right path, no matter how harsh the challenge appears to be.”
When asked about the campaign, MS Dhoni adds, “Life is all about the choices we make; and those who make the right choice deserve a salute. I’m glad Officer’s Choice Blue Snacks is inspiring people to always stay righteous in walks of life, regardless of the difficulty of situation and severity of demands.”
Allied Blenders And Distillers is a Kishore Chhabria promoted company. Its flagship brand is the famous Officer's Choice Whisky and the portfolio includes Officer’s Choice Blue Whisky, Sterling Reserve Premium Whiskies, Kyron Premium Brandy, Jolly Rogers Rum.
ABD is the 3rd largest spirits company in India with volumes of 35 million cases for the year 2017/18 and growing at a CAGR of 12 per cent over the last 5 years making it one of the fastest growing spirits company in India. ABD possesses a strong sales and distribution network nationally and a pan-India manufacturing base that includes 43 manufacturing / bottling units. It has 14 sales offices in 22 states across the country.
The company produces snacks and water in their diversified portfolio.
