Radico Khaitan, one of the largest liquor manufacturers in the country with well-known brands like 8 PM Whisky and Contessa Rum, has roped in latest Bollywood heartthrob Katrina Kaif as the face for its new campaign for Old Admiral. The brand has recently extended its portfolio into Old Admiral Whisky, Old Admiral Rum and Old Admiral Pure Water. The campaign, being done by Euro RSCG, for Old Admiral Pure Water reinforces the brand promise of ‘Har Pal Ka Saathi’.
Raju Vaziraney, President, Sales and Marketing, Radico Khaitan, “Old Admiral
brandy is popular in south India. The brand is now being extended to whisky
and rum, and test marketing is already on in Andhra. As liquor advertising is
not allowed, we had to use surrogate advertising.” He added: “Communication
is much stronger with a celebrity like Katrina Kaif. She has aspirational value
and features to cut the clutter.”
About the TVC, Vaziraney said, “The Old Admiral campaign reaches
out to the target consumer and reinforces our brand message ‘Har Pal Ka Saathi’
effectively. My brand is different in that it is positioned as a companion at
all times. In contrast, the 8 PM Whisky was more about promoting friendship.”
Radico Khaitan had an ad budget of Rs 35 crore for 2004 for its complete product line, informed Vaziraney. Anisha Motwani, Vice-president, Euro RSCG, observed, “The ‘mate for all times’ proposition is strong and close to life. It is this positioning that the TVC for Old Admiral will bring out through this campaign.” Referring to her choice of Kaif, she said, “Kaif is attractive, classy and without being overtly sensitive, she perfectly drives the message home. She is the right fit. And we had to recommend the client a strong brand strategy,” said Motwani.
Shiven Surendranath has directed the TVC, while the clothes have been designed by Rocky S. The TVC would go on air in the next three weeks, and the channel mix would be on the basis of national viewership.