Not allowed by law to advertise directly, Seagram has taken the music route to reiterate its ‘Make it large’ experience. And in their efforts they are lent a hand by Saif, Dhoni, Yuvi, Bhajji and Robin. O&M is the creative agency behind this new TVC for Seagram Royal Stag Mega Music featuring this quintet. Creative brains behind the TVC include Nitin Srivastava, Senior Creative Director, O&M; Anuj Kala is the copy writer, while Ayan Das is the art director. The TVC has been produced by Foot Candles and directed by Vinil Mathew.
Bikram Basu, VP, Pernod Ricard India Pvt Ltd, said, “The brief we gave to the agency was to build on the Royal Stag Mega Music brand promise of ‘Make it Large’ or ‘Live Large - convert small aspirations to scale’. O&M was briefed to generate an idea that worked on its own, and use celebrity endorsers to improve better recall and stickiness.”
The film features Saif Ali Khan, Mahendra Singh Dhoni, Yuvraj Singh, Harbhajan Singh and Robin Utthapa as members of a band. While jamming they realise that they need to do something to make their music ‘larger than life’.
Pondering over this, the band members take a stroll inside a mall, when a masked robber runs away with Dhoni’s bag. The cricketers chase the robber and are joined by several people in their pursuit. The chase takes the growing crowd through different parts of the city. The robber gets cornered on a rooftop, and he removes his mask – only to reveal that it is none other than Saif, who had hatched this robber plan to gather a crowd.
With the ‘audience’ in place now, the quintet begins their performance on stage and suddenly it is party time for everyone, thus giving everyone a ‘Make it large’ experience.
O&M’s Nitin Srivastava said, “The brief we got from Royal Stag was to take the ‘Make it Large’ positioning to the next level. By involving five celebrities, the campaign defines the entire concept of the ‘larger than life’ attitude associated with Royal Stag.”
“The concept of this film is how five friends in a rock band, who are getting bored on a lazy afternoon, involve the entire city to party with them, thus ‘Making it Large’. This film targets party loving youths, who aspire to make it large in every aspect of their lives, and communicates the brand message in a truly fast-paced and international way,” Srivastava added.
Pernod Ricard’s Basu said, “The audience is primarily SEC A2, B1 young adults. The TVC recently broke in all news and entertainment channels. We will be coming out with a print and outdoor campaign later.”