Jagatjit Industries unveils new campaign with Kalki Koechlin

28 Jan,2016

By A Correspondent


In continuation to the brand reinvention of the IICE Vodka series, Jagatjit Industries has announced the launch of three video commercials with KalkiKoechlin, its brand ambassador. The videos address strong issues around freedom of speech, thought, privacy, prohibited love and surrogacy, that reflects both the bold spirit of the brand and its chosen brand ambassador Kalki. While one of the videos will be released as a TVC, the other two will be released on digital channels only and across the brands’ social properties.


“Our new ad campaign is a true reflection of the personality of our highly talented actor/ director brand ambassador, KalkiKoechlin’swho’s ahead-of-her-times, liberated, and experimental nature allows us to honestly address issues that lie at the heart of every society struggling to modernize. IICE Vodka celebrates the ‘I’, i.e. the individual and promotes being yourself, and living your life your way, making your own choices and always being fearless to face the future. Through these ads we’re trying to change the rhetoric that is generally employed by our segment. First by drawing attention to bold but relevant subject matter and secondly to the current law that bans liquor companies from advertising liquor,” says Roshini Sanah Jaiswal, Chief Restructuring Officer at Jagatjit industries


The video campaign has been conceptualized by the in-house team of Jagatjit Industries, in association with Shiven Surendranath of Old School Films, who has produced and directed the film.


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