New Delhi: In continuation to the brand reinvention of its IICE VODKA series, Jagatjit Industries Limited, one of India’s largest Indian Made Foreign Liquor (IMFL) company, has announced the launch of three video commercials with Kalki Koechlin, 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, Kalki Koechlin’s who’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
Jagatjit Industries recently re-branded its IICE Vodka series including its packaging and flavors. The bottle has been given an artsy makeover and the flavors re-christened to ‘Bare it All’ for the plain Vodka, ‘Undress the Orange’, ‘Bite the Apple’, and has introduced a new flavor called Kinky Chilli – ‘Feel the burn’. The new, chic design carries a reduced quantity of glass, thereby minimizing environmental impact.
Kalki Koechlin says, “There is a need to address issues head on if we wish to see a change. IICE Vodka’s bold, quirky, fearless and ready to face the future brand position is well articulated in these campaigns. I believe the brand will build a lot of loyalists among its consumers and I am excited to be part of this journey”.
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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