Chivas Regal, the world’s first luxury whisky, today announced the launch of its new, India specific brand communication themed on the brand tagline ‘Live with Chivalry’, with ‘Win the Right Way’ as the latest expression. Chivas has signed up Farhan Akhtar, multitalented Bollywood actor, producer and director, as the brand ambassador for this campaign.
Win the Right Way communicates Chivas Regal’s brand values, and aims to inspire a new generation to achieve success whilst making a positive impact on the lives of others. It also stands true to the brand’s philosophy of “succeed as gentlemen”- how success is beyond material gains and is about enriching lives of others. It emphasizes that true success lies less in its clichéd symbolism and more in its impact on the world.
Speaking on the association, Kartik Mohindra, Business Head – International brands, Pernod Ricard India, said “We are very excited to launch the new India centric Chivas campaign that is aimed to provoke the desire of the new generation to make a difference and take people along in their journey of success. For the campaign we have brought on board Farhan Akhtar as the brand ambassador for Chivas. Farhan truly embodies the brand values and philosophy as he is not just a successful individual but he has steered numerous social initiatives to make a difference in society.”
On becoming the new brand ambassador, Farhan Akhtar stated, it’s very important for him to find synergies with his brand associations and he truly believes that it’s difficult for success to be just a single person’s journey and it’s important to respect and recognize the contribution of people across the board.
The new 360 degree marketing and advertising campaign will be integrated across electronic, print and digital media on November 05, 2015.