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William Grant & Sons brings Grant's to India through the hunt for its new brand ambassador

10-June-2015
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William Grant & Sons brings Grant's to India through the hunt for its new brand ambassador

Grant’s, a blended Scotch whisky brand from the spirits company of William Grant & Sons, unveils its campaign #Standtogether. To launch the brand in India the company has begun the hunt for Grant’s India Brand Ambassador through ‘The Awesome Job’ that you can’t apply for. Bred to find an instant connect amongst the young, free-spirited, independent new age Indian, the Grant’s Awesome Job comes with a twist—you can’t apply for it no matter how much you may want it. It’s a journey where your friends will have to #standtogether with you through various stages and shortlists, for you to be the chosen one.

850+ applicants have applied so far with 10% participation conversion. 880K Facebook fans have been reached with 1lakh+ video views of the Awesome Job film. 1200+ votes have been cast so far

#standtogether is Grant’s ideology that underlines the fact that no achievement is big enough unless shared and each one of us owes our success to someone. Through this campaign, Grant’s aims to reach out to the young adults who want to acknowledge and celebrate the spirit of collectivism and togetherness. The idea is to ‘activate friendship for greatness’ and play on the well-established fact that success today is no longer a solo journey. Peers help you navigate a million crisscrossing roads leading to opportunities. The campaign resonates with the true spirit of coming together to drive collective ambitions and applauds the sentiment of friendship.

"Grant’s as a brand believes in collaborative success and the power of connections. To launch the brand in India, we decided to activate friendship rather than merely talking about it. ‘The Awesome Job’ is a first of its kind integrated campaign leveraging the power of connections both online and offline where the consumer is the ultimate hero. We are very excited to partner with an iconic brand like Grant’s and are confident this campaign will see significant uptake within the digital natives and connected consumers of India,” said KV Sridhar, Chief Creative Officer, SapientNitro, India.

Shweta Jain, the India Marketing Head at William Grant & Sons commented, “The Grants way says that when the right people stand together, great things happen.  As we embark on the search for the India Brand Ambassador, we mirror the current sentiment of celebrating partnerships, entrepreneurial spirit  and treading unchartered paths. It’s actually the Grants way to activate friendships towards shared success.”

Bred to find an instant connect amongst the youth, the campaign has been brought to life by SapientNitro.
 

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