Allied Blenders and Distillers has launched a film to support Officer's Choice packaged drinking water in its positioning of 'Jagaiye apne andar ka officer'. The ad film has been conceptualised by Metaphor.
The ad film shows a man coming to the rescue of an injured bird. A videographer, part of a journalist's crew covering a building where a fire broke out, rushes into the building to evacuate an elderly lady. Another man, upon hailing an auto on his way to an interview, finds some documents and university admission cash belonging to a student. He takes a detour to the university instead to return the things to its rightful owner. In the next instance, a high ranking personnel and his son reach the gates of a factory to find the workers protesting. The father is indifferent but the son demands an explanation from him. He joins the protest demanding 'safety first' as his father gives in to the demands. The film shows more such instances of helping out people who really need it. The film ends with a brand sign off and a tagline 'Jagaiye apne andar ka officer'.
Ahmed Rahimtoola, Senior VP, Marketing, ABD, said, “The new campaign is based on the righteousness platform through a deep and insightful understanding of the target group. It is a tribute to those who have stood up for what they believe in. No matter what obstacles they face, they will always do the right thing. The campaign embodies the aspirations of the common man who wants to be recognized for his deeds. Officer’s Choice has taken a bold step to position the brand on the righteous platform and take up social issues.”
Atul Purohit, creative director, Metaphor, commented, “I saw this anthem as an opportunity to impact, and inspire the lives of a generation. This opportunity truly inspired me to awaken the true officer within myself, and drive home a powerful, yet heartfelt message - that of making the right choices in each of life's situations, and reach out to those in need. I took it on as a responsibility to bring a change to the society, by inspiring common people like you and I to go above and beyond their call of duty to make this world a better, safer place - without chasing any external gratification whatsoever. Watching this idea come to life with video and audio, in the soulful voice of Shaan, reaffirmed my belief in the ability of advertising to lead a change."
Client: Allied Blenders and Distillers
Creative agency: Metaphor
Creative director: Atul Purohit
Senior vice president - marketing: Ahmed Rahimtoola
Client servicing: Vinay Khilnani
Production house: Film & Shots
Director: Aman Sachdeva
Producer: Aman Sachdeva