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Tag: Ahmed Rahimtoola

  • The inspiring ad aims to applaud and acknowledge the passion, hard work and dedication that these groundsmen show towards their job which mostly goes unrecognized

    Officer’s Choice Blue salutes unsung heroes in latest initiative

    By A Correspondent

     

    Officer’s Choice Blue launched its latest digital campaign “Salute toh banta hai” for the ongoing Indian Premier League in line with its long-standing proposition of the ‘Good Samaritan’.

     

    The brand recently announced their teaming-up with Mumbai Indians, Delhi Daredevils and Sunrisers Hyderabad for the IPL. With this campaign the brand further resonates its strong association with the Indian Premier League. Conceptualized by Triton Communication, the film will be seen across digital platforms during the ongoing IPL season.

     

    Commenting on the campaign, Ahmed Rahimtoola, Head of Marketing, Allied Blenders and Distillers, said, “Officer’s Choice Blue has been committed towards recognizing the ‘good’ that comes out of ordinary people during everyday life. We take pride in this beautiful communication as it strongly conveys our brand’s long–standing view on the timeless value of righteousness, and the need to bring about positive change.”

     

  • Officer's Choice Blue Snacks launches a new TVC campaign that applauds everyday acts of kindness with "Salute toh bantahai!"

    ‘Salute toh banta Hai’ affirms Officer’s Choice’s in new campaign

    By A Correspondent

     

    Officer’s Choice Blue has launched a new ad campaign ‘Salute to Banta Hai’- communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVCs narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring world. The communication conveys the ‘good’ in actions of giving way to an ambulance over a VIP vehicle, respecting the lowest ranks in office, concern to assuage apprehension of a woman traveling alone, and bringing help to people in need.

     

    The narratives create a strong people connect – with positive actions that are spontaneous and relatable- embedded in the belief, and keeping the faith in doing ‘good’. The TVCs end with the tagline ‘Salute toh Banta Hai’ which acknowledge the contribution of these everyday heroes.

     

    The campaign has been conceptualized by Metaphor, A Triton Communication subsidiary and directed by Rajesh Saathi from Keroscene Films.

     

    Said Ullas Chopra, National Creative Director, Triton Communications: “This has been quite an interesting campaign. The challenge was to present righteousness in a manner which is not preachy or confrontational. We decided to take an approach that applauds people for their efforts to do the right thing and be good samaritans. Once in a while we get an opportunity to work on communication that warms people’s hearts and remind people of their better side. The most satisfying thing for us has been how all elements came together – the storytelling, the music and the lyrics. We set out to touch hearts and I think we managed to do that very well. “

     

    Commenting on the campaign, Ahmed Rahimtoola, VP, Marketing, Allied Blenders and Distillers, said, “The process, starting from segmentation research to effectively delivering on new communication, has been incredible. Officer’s Choice franchise is the largest in its category globally, and it is imperative that we deliver ahead of expectation. We take pride in the aesthetic communication which very strongly conveys the brand’s long–standing view on righteousness, and the need to bring about positive change.”

     

  • Leading singer Shaan brings heartfelt message to life with a soulful video

    ‘Jagaiye apne andar ka officer’ with Officer’s Choice new anthem

    By A Correspondent

     

    Leading spirits company Allied Blenders and Distillers Pvt Ltd (ABD) 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 the lyrics… to awaken the Officer within you.

     

    The film opens with a boy riding his bicycle and he notices aninjured 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 anddiscover 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 tobe 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