For Ballantine’s, it’s about ‘Staying True’ through new positioning

26 May,2015

By A Correspondent


Ballantine’s announced the launch of a new strategic brand positioning – ‘Stay True’ and an accompanying marketing campaign. Ballantine’s has associated with Gabriel Macht, famed actor from TV series ‘Suits’ for its new advertising campaign ‘Stay True, Leave an Impression’ targeted exclusively at India market.


Conceptualised by Ballantine’s, the ‘Stay True, Leave an Impression’ campaign serves as an invitation to the Indian consumers to express themselves in a genuine and authentic way. Authenticity, self-belief and conviction are at the heart of this new campaign. The video-led campaign will be integrated across print, digital and outdoor media.


The entire video film is about two worlds: the world of self-belief and staying true juxtaposed by a world of sycophants with shifting loyalties. The tension between these two worlds is what brings out the brand idea of leaving a mark by being yourself, of making it to the top on your own terms.


The film does this through a depiction of a ‘day in the life of’ the corporate world – the charades, the fake smiles, the pretentious jokes and the ‘yes man-ship’ that plays out every day – as seen through the eyes of our protagonist during his journey through a typical corporate office.
Commenting on Ballantine’s new campaign, Kartik Mohindra, Head – International Brands at Pernod Ricard India said, “George Ballantine stayed true and left an impression with the whiskies that he created. With this campaign, we want to continue his legacy by creating a platform that celebrates Ballantine’s and its founder’s intrinsic values. We hope to inspire people to have conviction to stay true to themselves, to follow their passions and to remain as genuine and authentic as they can be.”


Sharing his thoughts about the campaign, Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, New Delhi said, “There are the movers and the shakers who are here today and gone tomorrow. Their allegiances are based on self-gain and change with changing winds. And then there are those few who quietly go about doing what they believe in, undeflected in purpose and unswayed by criticism. These are the ones who are remembered. They are the ones who leave an indelible mark on time. They are the ones who lead by example. This film is about them.”


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