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Company Brief
Mumbai, July 18, 2017:
Allied Blenders and Distillers Pvt. Ltd., India’s most admired homegrown spirits company launches Officer’s Choice Blue Snacks, Salute Zindagi in association with Saregama. Taking forward the brand’s core ethos of the ‘Good Samaritan’, the platform is set to host six short films inspired by the lives of real heroes, who have personified the value of righteousness in their deeds and action.
The series will bring out heart-warming stories in an entertaining format of 5 minutes, of real heroes who through their extraordinary acts of kindness have inspired millions. From a security guard who has written 4000 heart-warming letters to the families of martyrs to a rickshawala who gives free rides in his well-equipped rickshaw, almost running a gift economy, these stories capture the essence of righteousness. The platform in association with Saregama aims at highlighting the value of righteousness that has been long associated with Officer’s Choice Blue through a series of 6 short films that will be rolled out every three weeks.
Talking about this unique initiative, Ahmed Rahimtoola, Head of Marketing, Allied Blenders and Distillers said, “’Salute Zindagi’ is our effort at curating stories that bring to the fore heart-warming and inspiring stories of real heroes. Their extraordinary acts of kindness resonate with the timeless value of righteousness that has been long associated with Officer’s Choice Blue. Keeping the brand’s philosophy at the core and the growing relevance of short form content on digital media, this property will allow us to connect better with the youth.”
Siddharth Anand Kumar, VP – Films & National TV – Saregama said, “Salute Zindagi is an attempt to create content that is inspirational in a way that is not overwhelming. We chose to focus on stories of everyday people who, by doing small acts of kindness, make a big impact and literally turn the frowns on people's faces into smiles. We have leveraged the emotive appeal of evergreen songs from the Saregama catalogue and derived from the core values of Officer’s Choice Blue to create a series that is a true tribute to unsung heroes. We hope its message will resonate with viewers across media and platforms.”
For more information please contact:
Akshat Jain
Email: akshatjain@abdindia.com