MUMBAI: Radico Khaitan has launched a brand Ccmpaign featuring a star who it says embodies heritage with royalty – Saif Ali Khan for its premium whisky brand – Royal Ranthambore Heritage Collection.
This campaign looks to elevate luxury to new heights, blending opulence with the raw, untamed spirit of the wild. The goal is to make the TVC a statement in the world of fine whiskies.
Khan in the TVC blends his royal heritage with the bold sophistication of Royal Ranthambore Whisky. The company explains that he embodies the balance of nobility and allure, capturing the essence of Royal Ranthambore Whisky.
Abhishek Khaitan, MD Radico Khaitan said, “The new Royal Ranthambore Heritage Collection Whisky Campaign is a proud moment for us as we redefine luxury in the Indian spirits industry, which we call Indi-Lux. Our whisky embodies the regal essence of Ranthambore and the untamed spirit of its iconic tigers. In Saif Ali Khan, we found the perfect embodiment of this blend of royalty and sophistication. His Nawabi heritage and effortless elegance resonate deeply with the brand’s identity.”
“Just as our whisky is a perfect balance of strength and smoothness, Saif seamlessly reflects the same duality. Together, we aim to deliver an unparalleled experience of luxury and tradition to discerning consumers”.
Amar Sinha, COO Radico Khaitan said, “This isn’t your average whisky campaign. When we envisioned Royal Ranthambore Whisky, we aimed to bring the concept of sipping royalty to life – and who better to embody that than Saif Ali Khan. Saif stepped in, took a sip, and let his Nawabi magic weave its spell!”
“This partnership is more than just a celebrity collaboration; it’s akin to hosting a royal feast, where every detail is meticulously crafted. Saif fits our brand like the perfect finishing touch on a finely aged whisky. Together, we’re creating an experience that goes beyond mere drinking; we’re celebrating a lifestyle steeped in elegance and tradition. So, here’s to crafting more royal moments!”
Khan said, “This brand is a beautiful blend of tradition and modern luxury, much like my own journey. I’m thrilled to be part of a campaign that truly embodies strength and sophistication, showcasing everything that makes this whisky exceptional. It has character and depth, and I feel honoured to represent such a unique fusion of heritage and contemporary flair.”
In the brand campaign, Saif’s regal charisma dances in perfect harmony with the whisky’s rich, full-bodied flavor. Picture this: Saif, standing tall beside the majestic Ranthambore tiger, effortlessly fusing royal elegance with a modern twist. He embodies smooth sophistication and unapologetic boldness, just like the whisky itself. But this campaign is more than a celebrity endorsement; it’s a dazzling celebration of two icons that redefine sophistication and tradition, inviting viewers into a world where luxury knows no bounds.
Behind the Scenes: Bringing the campaign to life: The team worked to align Saif’s on-screen charisma and royal lifestyle with the essence of Royal Ranthambore Whisky. Late-night brainstorming sessions and meticulous strategising ensured that every shot captured Saif’s undeniable panache alongside the whisky’s bold, smooth profile.
Saif the company added was in his element, radiating luxury and charm, perfectly embodying the spirit of the brand. This campaign aims to be a testament to the passion and teamwork behind it, celebrating not just Royal Ranthambore Whisky, but the art of storytelling through Saif’s larger-than-life presence.
The TVC is airing on TV networks, outdoor media and digital platforms, showcasing Royal Ranthambore Whisky as the drink of choice for those who live life king-size! That is the campaign’s message.
