Chivas Regal, which claims to be the world's first luxury whisky, has on November 4, announced the launch of its new, India-specific brand campaign called 'Win The Right Way'. The campaign, whose theme centres around the brand tagline 'Live With Chivalry' features actor Farhan Akhtar as its brand ambassador. It has been on air since November 5 and will continue for a couple of months.
'Win The Right Way' communicates Chivas Regal's brand values, and aims to inspire a new generation to re interpret the meaning of success. The campaign reinforces the brand's philosophy to 'succeed as gentlemen', implying that the meaning of success is not limited to just material gains but also means enriching the lives of others. The campaign emphasises that true success lies less in its clichéd symbolism and more in its impact on the world.
The brand, as well as the ambassador chosen by them share mutual synergies; hence, Chivas Regal signed on Akhtar, who is also associated with various social initiatives that aim to bring about a positive change in society.
The 360-degree advertising and marketing campaign is being integrated across print, electronic and digital ever since its launch. Currently, across TV, the campaign is being aired on CNBC, Times Now, Star World, Movies Now and Sony Pix. It was also aired on Star Sports during the India-South Africa series. The brand is also leveraging the campaign digitally on Facebook, YouTube and Money Control.
Speaking on the association, Kartik Mohindra, business head, international brands, Pernod Ricard (owner of the Chivas Regal brand) India, says, "We are excited to launch the new India-centric Chivas campaign that is aimed to inspire the new generation to make a difference to society and take people along in its journey of success. Brand ambassador Akhtar truly embodies the brand values and philosophy as he is not just a successful individual, but has steered numerous social initiatives to make a difference in society."