Mumbai: In life, choosing the road less traveled often makes the biggest impact. The recent Choosebold 2.0 campaign by Royal Challenge packaged drinking water celebrates this spirit with stars like Virat Kohli, Smriti Mandhana, and Vidyut Jammwal. Through their stories of bold choices, the campaign aims to inspire others to break free from convention and live boldly.
Indiantelevision.com caught up with Diageo India VP and portfolio head, marketing, Varun Koorichh to gain deeper insights about the campaign, its long-term goals, and more…
Edited Excerpts:
On Choose Bold 2.0 differing from last year's campaign
The initial phase of the Choose Bold campaign from last year (Naya Sher anthem) established Naya Shers as bold and fearless individuals who choose an unconventional path, they embrace a bold journey, unafraid of the challenges or consequences. This year, we're making a significant shift in perspective to further elevate and deepen this core philosophy in the minds of our consumers. Choosing Bold isn't just about being brave, it's about embracing challenges and winning against all odds with the belief that life chooses you when you choose bold. We aim to reinforce the brand’s core ethos and deepen its resonance, positioning Choose Bold 2.0 as not just a continuation but a significant advancement in our journey to inspire and empower.
On Royal Challenge packaged drinking water’s philosophy in this year's 360-degree marketing campaign
The Choose Bold philosophy is integrated throughout our 360-degree marketing campaign via key strategies, reflecting our commitment to fostering boldness in every facet of life.
1 This year, we’ve enhanced the ChooseBold narrative using a linear storytelling approach, featuring influential figures like Virat, Smriti, and Vidyut. It creates a coherent journey that our audience can connect with on a personal level, making the message about bold choices more impactful and relatable.
2 Our campaign is designed to be omnipresent, seamlessly engaging our audience across various channels. We’ve integrated our message across digital platforms, social media, traditional media and on-ground activations. This unified approach creates an immersive brand experience and reinforces our message consistently.
3 We are dedicated to driving meaning and distinction through our campaigns. The ChooseBold 2.0 campaign goes beyond promoting bold choices; it highlights the importance of these choices in shaping one's identity and future. By encouraging our audience to make bold choices and play their own game every day, we strive to make a lasting impact that sets our brand apart in the marketplace.
On the selection process of ambassadors like Virat Kohli, Smriti Mandhana, and Vidyut Jamwal for Choose Bold 2.0 and the unique qualities or values they bring to the campaign
Selecting Virat Kohli, Smriti Mandhana, and Vidyut Jamwal for Choose Bold 2.0 strategically aligns our campaign with individuals embodying fearlessness and determination. Virat Kohli, a global cricket icon, the epitome of bold choices embodies the spirit of rising against all odds. For over a decade, he has been a prominent part of Royal Challenge Packaged Drinking Water, perfectly reflecting the brand’s message. Smriti Mandhana, a trailblazer in women’s cricket, showed bold leadership by guiding her team to victory in the Women’s T20 tournament, demonstrating remarkable resilience. She embraced boldness and took risks when others played it safe, proving herself as a formidable force to be reckoned with. And, the nation’s best action hero, Vidyut Jammwal embraced boldness by returning to his martial arts roots after overcoming a significant injury. These stories of perseverance perfectly reflect the bold choices we aim to celebrate with Choose Bold 2.0. Together, these Naya Shers authentically connect with diverse audiences, inspiring them to embrace bold choices and champion their own paths with confidence.
On Choose Bold 2.0 campaign’s market reach expansion and your plan to adapt the messaging or strategy for these markets
At present, our focus is on expanding our presence in regional markets. We recognise the importance of connecting with diverse audiences across different regions, each with its unique preferences and cultural nuances. This approach allows us to tailor our campaigns and messages effectively, ensuring relevance and resonance locally.
On the role that digital marketing plays in Choose Bold 2.0 compared to traditional channels
As a digital-first organisation, we leverage the vast reach and capabilities of digital media to create a comprehensive and effective marketing approach. This allows us to reach a global audience with tailored messages, expanding our brand's visibility and engagement beyond the limits of traditional channels. Our campaigns are seamlessly integrated across multiple platforms, maintaining consistent messaging and a unified brand experience. This omnichannel approach helps us identify the consumer journey and target effectively, resulting in a more cohesive and impactful marketing strategy.
On the long-term brand goals that the Choose Bold campaign aims to achieve
The Choosebold 2.0 campaign is designed to achieve long-term brand goals that will drive the overall equity of the brand and solidify its position as a true challenger brand in the market. The campaign will position our brand as a distinctive and innovative leader and help us achieve sustained growth and success. Our aim is to challenge the status quo by redefining consumer expectations and establishing new standards in the industry.
