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McDowell’s bets on friendship in new TVC

McDowell’s bets on friendship in new TVC

Author | Shree Lahiri | Tuesday, Jul 17,2012 8:19 PM

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McDowell’s bets on friendship in new TVC

Friendship is central to the new campaign for McDowell’s No. 1 Soda, an extension from the house of United Spirits.

Its new television commercial features Bollywood actor, singer, director and producer
Farhan Akthar, who has been signed as the brand ambassador for McDowell’s No. 1. He is the brand’s first celebrity endorser in its forty-year existence.

In addition to Farhan, the commercial also features Purab Kohli, Cyrus Sahukar, Zoa Morani and Chang.

The TVC ‘Dosti ka No. 1 spirit’ has been created by DDB Mudra, Bangalore. Mindshare is the media agency.

The brief
The brief was to make McDowell’s No.1 Soda connect strongly with the fun-loving youth and re-establish/strengthen the spirit of friendship as the brand proposition and also display the ‘Dosti ka No. 1 spirit’ of the brand in an interesting and engaging manner.

According to Ashok Capoor, President and Managing Director, United Spirits, “McDowell’s No. 1 represents the social aspirations of today’s youth. Spending time with friends is paramount for them. The McDowell’s No.1 group of friends – our new brand ambassadors from Bollywood – echo these sentiments and situations that anyone can easily identify with.”

The commercial has been conceived and written by Vipul Thakkar, Executive Creative Director, DDB Mudra South. According to Thakkar, “McDowell's No.1 soda is all about getting together and having fun. The brief was to highlight the fact that McDowell's spreads the spirit of friendship, which is the brand proposition. So, we went about creating a campaign around these friends.”

 

The target audience is in the age group of 21-25 yrs, SEC A, B.

Media mix
The media mix was chosen keeping the target audience in mind. The TVC went on air from July 1, and the duration of the campaign is two months. Apart from TV, the emphasis will be on outdoor and digital. There will be on-premise activations in youth hangouts such as cafes and watering holes. The brand will also initiate big ticket activations including multi-city musicals with the music duo, Vishal and Shekhar.

Thakkar explained that this TVC was the first in the series and more ads will be released in the future.

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