Mumbai: Fireball India is celebrating a new kind of cheating since Valentine’s Day. Through a month-long campaign created by Fireball’s creative partners, That Hybrid Agency, the brand invites the young LDC to cheat on their regular drink and #GrabAQuickie with shots of Fireball Whisky.
The agency’s take looks to create a fresh, quirky association with the word “cheating” and a strong recall for the brand without diluting the sentiments around Valentine’s Day and romance. With quirky one-liners, posters and social content and creator-led content, the campaign is running strong across digital and offline channels.
That Hybrid Agency, Fireball India’s creative agency. Omkar Joshi, Founder and Chief Creative Officer, said, “Today, a brand is not just competing with rival brands but also with various brands outside the category, and countless content creators since attention is the ultimate currency. With this view in mind, we wanted to create a campaign that grabbed attention, and helped alter consumption patterns.”
“We’ve already been creating strong communications for the past one and a half years with Fireball Whisky India. We wanted to capitalise on that momentum to catapult the brand further, and this campaign presented the perfect opportunity. Valentine’s Day marks an important event in every marketer’s calendar. The event is generally associated with mush and romance. However, we wanted to approach it with a fresh take, which is helping the brand break the comms clutter,” explains Hemant Mandaliya, Senior Creative Director, That Hybrid Agency.
