The campaign films demonstrates the beauty of unspoilt world and the artistic representations help to show consumers that by looking beyond the ordinary they can unlock something special
The Glenlivet launched its new ‘THE Campaign’ in India, celebrating the proposition of definitive moments in life. In line with the brand’s modern and contemporary feel, this campaign is an evolution from the brand’s heritage as “The original one that set the standard” and is set to reinforce its role as a visionary within the category.
The campaign has been introduced with two films – ‘The Bond’ and ‘The Memory’, demonstrating the beauty of the unspoilt world and encouraging consumers to seek out ‘The’ moments in their lives with The Glenlivet. The artistic representations help to show consumers that by looking beyond the ordinary they can unlock something special.
Lately, in India, achievers are getting younger and their world is getting busier. In their frantic struggle to the top, they are losing touch with emotions that are truly special in their lives. The Glenlivet, as a brand, aims to identify and celebrate these special emotions or moments that our target audience, senses a connection with. It is the distinct character of such emotions that inspires The Glenlivet to tell a story of an inimitable bond between two people, and a deep-rooted memory that still plays vividly in one’s mind, through this endearing and culturally true campaign.
Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, “The Glenlivet campaign has been designed to celebrate THE moments, which allow us to lead richer and more fulfilling lives. Given how the young achievers are graduating to finer things in life, it was time, we welcomed them to the world of The Glenlivet. Our latest campaign reiterates that in a world with an oversupply of everything- glut, plenitude & noise, what we need is those definitive moments and the Three letter word “The”, an iconic & distinctive symbol, reinforces the same.”
Commenting on the launch, Miriam Eceolaza, Marketing Director, The Glenlivet said, “The Glenlivet campaign is our most ambitious to date. It’s a modern and contemporary campaign that stays true to our heritage. India is a key market for The Glenlivet, and we have created this specific campaign to celebrate some of life’s definitive moments of the Indian consumer.”
Janmenjoy Mohanty, Regional President-North & East, Lowe Lintas India said, “Sometimes the most impactful way to put across the brand message is through good old story telling. We chose the most endearing stories that celebrate definitive emotions in an individual’s life. Each one has been painstakingly crafted with a fine mix of stunning visuals, underplayed emotions and music that talks to the soul. We hope each of these stories manage to touch a chord with our target audience.”
Conceptualised for the Indian market, the campaign has been launched in India, and will be followed by a global release and will be promoted across multimedia platform.
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This article first appeared in www.exchange4media.com
