Red Bull's digital campaign takes a dig at corporate chamchas!

Energy drink Red Bull has launched a campaign to appeal to the ambitious streak of people who want to climb the corporate ladder through performance. It poses Red Bull as a drink that helps them to reach this goal, as the active ingredients in it enable one to give peak performance and thus rise to the top. The essence of the entire campaign is captured in the line: 'Why climb the career ladder when you can fly!'.

The insight of the idea is that drinking Red Bull keeps one sharp and enhances performance, so one need not be a 'chamcha' to be professionally successful. The film has been made by Delhi-based agency, The Brewhouse.

Describing the thought behind the video, Abhineet Singh and Emilia Bergmans, co-founders of The Brewhouse, say, "The insight is that drinking Red Bull keeps you sharp and enhances performance, so you don't need to be 'that guy in the video' to be successful at work. The client asked us to create a product that would promote drinking Red Bull at work and that is exactly what our aim has been with the Corporate Chamcha video."

Commenting on the campaign, Vikaas Saxena, marketing director, Red Bull India, says, "With this campaign, we have a simple message that Red Bull at work increases performance, concentration and reaction speed. It revitalises when fatigue sets in. Red Bull is an energy drink which can help not just players or those dancing the night away, but also those who look to improve performance at work."

To further engage with consumers, Red Bull has also introduced the Red Bull Corporate Chamcha Campaign on Facebook. Consumers can send in the craziest and wackiest Corporate Chamcha lines/quotes heard at work. The post with the most 'likes' could win a year's supply of Red Bull.