McDowell’s No.1 has rolled out a new campaign that celebrates childhood friendships. The campaign conceptualised by DDB Mudra consists of a seven-minute film, which was released on 5 November (on digital) and a one-minute film on television.
The film tells the story of three childhood friends. It begins with a train pulling into Shimla station as the three friends get off. The men walk through the streets of Shimla until one of the friends stops dead in his tracks.
The films cuts to a flashback of the friends sitting at a restaurant. One of the friends is yelling at the other because he is refuses to visit his ailing grandmother due to a lack of money. The friend (the one yelling) reasons that, the grandmother raised his friend. If he does not have money, they would provide it. As the friends remove money to help their friend, they all embrace.
The film then cuts back to the present, where the men are now at a door. As the door is opened it is revealed that the men have come to visit an old teacher. Remembering her old students, the teacher excitedly welcomes the men in. The film cuts to them sitting down in a room where one of the men asks the teacher, which out of the three were her favourite. The teacher reveals that it was the boys’ friendship that was her favourite. The film ends with the boys leaving the house as a voice over says, “McDowell’s No.1. Asli yaari ka No.1 spirit” (McDowell’s No.1 is the No.1 spirit of friendship).
Unnati Sinha, senior vice president, marketing, United Spirits, said, “Real friendship is one of life's strongest and most rewarding relationships. We're very proud of our new McDowell's No.1 film that portrays real friendships that bind people together through the years. This is the first time that McDowell's No.1 has used a long musical narrative to communicate the brand proposition through nostalgia. Consumers and the trade have loved the film particularly as McDowell's No.1 is at the heart of their own special memories of celebration with their closest friends.”
Sonal Dabral, chairman and chief creative officer, DDB Mudra Group, added, “Beyond the transience of social networks, there is a friendship that is deep and genuine. I wrote the ‘#No1Yaari’ song as a tribute to such cherished, meaningful friendships that enrich our lives. “AiseeWaisidostinahin..” is exactly how I define these rare special friendships. It’s a track that will transport everyone to the wonderful moments that have made these friendships special and sure to bring a smile to their face, as it will remind them of their own No1Yaari. An iconic brand, a great client and some magical moments of inspiration. It's been a pleasure working on this campaign and writing this Yaari anthem which I'm sure will become the soundtrack for the best of friends raising a toast to their precious friendship anywhere across the country.”
Agency: DDB Mudra South & East
Chairman and CCO: Sonal Dabral
Member of the Creative Council, DDB Mudra Group and Creative Head, DDB Mudra South and East: Vipul Thakkar
President, DDB Mudra South and East: Ranji Cherian
EVP DDB Mudra South and East: Sujay Ghosh
Creative team: Sourabh Doke, Vimalkirti Deshmukh, Praveen Sekar, Vignesh Raja, Hitesh Harish, Ajun Abraham
Brand communication team: Deepak Rajagopal, Arjun Krishnadas
Production house: Crazy Few Films
Director: Anupam Mishra
Senior agency producer: Vishal Sane
Account management team: Deepak Rajagopal, Arjun Krishnadas
Account planning team: Amit Kekre, Rajesh Sharma, Padmapriya Muralidharan