Chivas Regal (Music CDs) has rolled out a campaign featuring Farhan Akhtar around its brand thought ‘Live with Chivalry’. The film has been conceptualised by Ogilvy & Mather.
The film is narrated by Akhtar, who plays the protagonist. As he wears his blazer before making an exit from a suite, he asks, 'What good is it for, if you're not doing good?' He enters a red carpet event, is photographed, and images of his on the cover of a business magazine establish his success. He questions, "Are we going to succeed alone, or take people along?' On the carpet, he gets a few people to join him as he is photographed on the red carpet. The next pointer, is winning – which he celebrates, with colleagues. He asks, "Will we win the old way, or the right way? Isn't it time we realise that in today's time winning is no longer about proving the world wrong, it's about getting together and making the world right." He and his colleagues join a large group of people in a candle-light event, as the film signs off with Chivas' 'Live with chivalry' message.
Kartik Mohindra, business head – international brands, Pernod Ricard India, said, "We are very excited to launch the new India-centric Chivas campaign that is aimed to provoke the desire of the new generation to make a difference and take people along in their journey of success. For the campaign we have brought on board Farhan Akhtar as the brand ambassador for Chivas. Farhan truly embodies the brand values and philosophy as he is not just a successful individual but he has steered numerous social initiatives to make a difference in society."
The campaign breaks on 5 November 2015 and will also have digital and print legs.
Client: Pernod Ricard India
Creative agency: Ogilvy & Mather
ECD: Ajay Gahlaut
Production house: Flying Pigs
Director (film): Tom Schlagkamp