Mumbai: Officers Choice Blue Snacks, one of the largest consumer brands in the country, has 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 M S 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 M S 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 TVC ends with the acknowledgement of, ‘Salute Toh Banta Hai’, for people who have not done any ‘setting’. For them, the end does not justify the means, #setting nahi ki.
The credibility of thought is built with Dhoni’s candid narration, and the film is set stylishly with the transitions of different situations a visual delight.
Commenting on the association, Ahmed Rahimtoola- Head Marketing- Allied Blenders & Distillers 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 #SettingNahinKi’ becomes an inspiration for people to walk the right path, no matter how harsh the challenge appears to be.”
When asked about the campaign, M S Dhoni said, “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.”
Commenting on the launch of the campaign, Arun Pandey, Chairman of Rhiti Sports which exclusively manages MS Dhoni’s commercial interests said “The whole nation looks up to MS Dhoni as an inspiration and this campaign is a sincere effort to laud the honest people of this country to chase their dreams the right way.”
Allied Blenders And Distillers Pvt. Ltd. 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% 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.