Zayed Khan is an aspirational youth icon who is trendy and has a distinct youthful, mischievous and flirtatious aura around him - this fits in well with the brand image
Mischief, the vodka brand from United Spirits, has signed on Hindi film actor, Zayed Khan, as its brand ambassador.
White Mischief has been in the market since 1996, but this is the first time it has acquired a brand ambassador. Debashish Shyam, assistant vice-president, United Spirits, says, "Since the last three-four years, the liquor category has seen continuous growth of 35-40 per cent. White Mischief itself has registered a 31 per cent growth for the fiscal year ending March 2007. Appointing a brand ambassador at this point of time will further push the brand and hopefully result in better market share and a better connect with the target audience, which is in the age group of 21-25 years."
Khan has been chosen to endorse this brand because he is an aspirational youth icon and has a distinct trendy, youthful, mischievous and flirtatious aura around him. Khan will feature in the new advertising campaign for White Mischief, which will be launched in a weeks' time. The idea for the campaign builds upon the insight that every initial man-woman engagement is about mischievous flirtation. The insight eventually connects the idea with the brand punch line, which says 'A Little Mischief. A Lot of Fun.'
White Mischief's logo has also undergone a change. The plain font logo in blue and red has now been embedded into a bubble shaped pattern with enlarged fonts, but the same colour scheme. Shyam says, "The bubble shaped logo enhances the visibility of the brand name and makes it look more vibrant and lively. It therefore injects a greater amount of excitement in the packaging and thus adds further to the brand appeal."
The campaign has been created by JWT, the agency which has been handling the brand for over a year now. The advertising budget for the current campaign is around Rs 10 crore. The media mix for the business consists of television, outdoor advertising and on ground promotion activities.