Blenders Pride has appointed actor Alia Bhatt as brand ambassador and rolled out a campaign titled 'made of pride' for its 'glassware' collection.
Bhatt replaces Priyanka Chopra as the brand ambassador.
The film has been conceptualised by Lowe Lintas. It shows how Bhatt has taken on glaring lights (challenges) with pride and emerged triumphant.
Kartik Mohindra, chief marketing officer, Pernod Ricard India, said, “Alia Bhatt’s story of becoming today’s youth icon and one of the most talented stars in our film industry makes her unarguably the best choice for our new brand ambassador for Blenders Pride. Our new campaign celebrates the pride of being your authentic self, showcasing Alia’s strength of character and resilience. In a world where making safe choices comes easy, the new campaign aims to nudge today’s confident consumers, and encourage them to let their pride be the catalyst in making authentic choices that take them further in life.”
Prateek Bhardwaj, chief creative officer, Lowe Lintas, said, “The campaign reframes the relationship between pride and success. For Blenders Pride, true pride isn’t a result of success. Instead, it’s a prerequisite to handle success. With Alia Bhatt staring down the limelight in a never-seen-before avatar, the brand boldly challenges older notions of pride, and encourages us to unabashedly own our choices.”
The campaign is spread across TV, OOH and digital.
