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Tag: Allied Blenders and Distillers Pvt Ltd

  • ABD owns brands like Officer’s Choice, Sterling Reserve, amongst others

    Allied Blenders and Distillers says cheers to Lintas Live

    By Our Staff

     

    Lintas Live (eka GolinOpinion) has bagged the PR mandate of Allied Blenders and Distillers (ABD), after a competitive multi-agency pitch. Lintas Live is set to develop the PR communication strategy for ABD and its brand portfolio, which will include, PR content creation and corporate reputation building. LL’s Mumbai office will lead the business. ABD owns brands like Officer’s Choice, Sterling Reserve, amongst others.

     

    Anupam Bokey

    On the appointment, Anupam Bokey, Chief Marketing Officer, Allied Blenders and Distillers, said: “As we embark on a journey of reinvention and transformation we were looking to partner with a modern, forward-thinking agency that understood our vision and demonstrated standout capability of execution backed by strategy. This is where the Lintas Live team stood out on every parameter and in addition showed immense passion, which helped us close on this partnership decision.”

     

    Ameer Ismail

    Added Ameer Ismail, President, Lintas Live said, “Allied Blenders and Distillers Pvt. Ltd., is one of India’s top alco-bev companies with powerhouse brands like Officer’s Choice and Sterling Reserve that have achieved great success and scale. This is an exciting time to partner with an excellent management team focused on a dynamic and audacious vision for the company and its brands. We intend to deploy our Lintas Live values of disruptive thinking and innovative & engaging storytelling, to reach new heights of success for ABD.”

     

     

  • 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