Doing its bit for social responsibility, Diageo Radico has launched a responsible drinking campaign, ‘The Masterstroke don’t drink and drive campaign’. The campaign, which features brand ambassador Shah Rukh Khan, dwells on the importance of making responsible decisions about drinking with the social message ‘never drink and drive’.
The TVC has been made by creative agency McCann Erickson and conceptualised by Prasoon Joshi, Regional Creative Director for South and South East Asia, McCann Erickson.
Joshi said, “The concept behind the TVC is to create awareness about the need for responsible drinking. Diageo Radico is just showing its concern over a social cause.”
Raju Vaziraney, CEO & President, Sales and Marketing, Diageo Radico Distilleries Pvt Ltd, said, “The TVC will be unveiled in a few month’s time. We will be doing a lot of on-ground activities, which involves directly contacting the consumers at pubs and bars educating about the dangers of excessive drinking and driving, because we feel that a mere 15-second TVC will not be able to convey the that communication we want to spread.”
The campaign is supplemented by various below-the-line activities in the form of car shades, sign-post at bar, clubs, etc.
The TVC shows a party in full swing with SRK also present there. When a young guy approaches him and asks for his autograph, Khan instead of giving his autograph writes down a telephone number. Excited, the guy asks whether it is his number, but Khan gives his dimpled smile and replies it is the number of the taxi stand and asks the guy to take a taxi back home after consuming drinks.
Said Khan about the campaign, “The Masterstroke don’t drink and drive campaign intends to raise awareness about responsible drinking. As the campaign suggests, I urge each of you to ensure that in case you are going out and wish to drink, you should either designate a driver, take a taxi or use a public transport to have a safe ride back home.”
Abhishek Khaitan, MD, Diageo Radico Distilleries, added, “The message could not be simpler, ‘never drink and drive’. As one of India’s leading deluxe whiskey makers in the Indian Made Foreign Liquor (IMFL) category, we recognise our role in educating consumers about drinking responsibly. The joint venture has today successfully completed a year of the launch of our premier brand Masterstroke. We thus, feel very proud to announce the launch of this campaign at a momentous occasion. Moreover, Shah Rukh Khan’s legendary status and association with this campaign gives us a bigger and wider platform to successfully drive the message across media and audiences.”
Diageo Radico Distilleries is a 50:50 joint venture Diageo and Radico Khaitan. Masterstroke is the first product that was produced under the joint venture. The company claims that Masterstroke has been widely accepted by the consumers, selling 100,000 cases in just 100 days. Currently it holds 7 per cent of the market share and the company aims to reach to 15 per cent in two years’ time.