Signature captures drummer Virendra Kaith's 'passion to paycheck' journey, sends 'Start up' message

Watch the ad film conceptualised by J. Walter Thompson here

Apr 07, 2016 08:49:00 AM | Video | Campaign India Team

Signature, from the United Spirits stable, has rolled out a platform ( that urges people to follow their passion and make that their profession. A film conceptualised by J. Walter Thompson featuring Virendra Kaith from the metal band Demonic Resurrection has been released for the same. 
The 90-second film, which also has a 30-second edit, narrates the story of Kaith, who seemed frustrated with a regular (BPO) job. He quits to go back to his days of playing the drums and forms a band. Kaith won the best drummer award at the Rolling Stone India Metal Awards in 2015.
Other films featuring people who have left their usual job to pursue their passion and make that into their paycheck will follow.
Subroto Geed, SVP marketing, United Spirits, said, “Today we are seeing a strong cultural shift where more and more people are making professional choices that are not limited to corporate success but are about taking their passion forward. With Signature Start Up we are creating a platform that both inspires and enables people begin their passion to paycheck journey. Virendra’s is one such real story and we hope it will strongly resonate with everyone who wants to make a mark.”
Client: United Spirits (Signature)
Creative agency: J. Walter Thompson, Bengaluru
Creative head: Priya Shivakumar
Director (film): Sunhill Sippy                               
Production House: Firecracker