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'Signature StartUp' launches new campaign to encourage youth to follow their passion

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'Signature StartUp' launches new campaign to encourage youth to follow their passion is a newplatform launched by United Spirts – A Diageo Group Company, which encourages youth to tap into this passion and make a mark for themselves.

Through an amalgamation of real life success stories, has created a platform which would inspire people to take their passion a step further and turn it into a paycheck. The Signature Start Upplatform will also going forward provide access to workshops and networking opportunities with renowned thought leaders along with other talented individuals. An exclusive range of Start Up accessories is also available on this platform.

Commenting on this initiative, Subroto Geed, SVP Marketing at United Spirits Ltd. said, “Today we are seeing a strong cultural shift where more and more people are making professional choices that are not limited to corporate success but are about taking their passion forward. With Signature Start Up we are creating a platform that both inspires and enables people begin their passion to paycheck journey. Virendra’s is one such real story and we hope it will strongly resonate with everyone who wants to make a mark.”

Senthil Kumar, Chief Creative Officer, J. Walter Thompson said,“India is the capital of the start-up culture and this is etched in the Signature brand purpose. This platform will lead to riveting real life content born of starting up a whole new passion or restarting an old one. While the story of Rolling Stones Drummer of the Year drums up your passion, Brand Signature is coming up with a series of Start it Up Stories to inspire many others.”

The Signature Start Up platform is being launched with a television and digital campaign which will feature a series of real stories of people who have converted their passion into paycheck. The first TVC stars celebrated drummer Virendra Kaith from Demonic Resurrection, a melodic death metal band, who are regarded as India's best Extreme Metal band. The TVC beautifully narrates the story of what inspired Kaith to quit a stable job at a call center and follow his passion for music which led to him winning the best drummer award at the Rolling Stone (India) Metal Awards 2015.

You can watch the campaign here:

Campaign details:

·         Creative Agency: JWT, Bangalore

·         Creative Head: Priya Shivakumar

·         Director for the film:Sunhill Sippy                               

Production House: Firecracker    


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