NEW DELHI :
Diageo’s whisky model Black Canine has introduced its collaboration with worldwide actor Keira Knightley for its ‘Savour The Pause’ advert movie marketing campaign in India.
This collaboration, the corporate mentioned, is a artistic social media marketing campaign with the actor to ascertain the importance of “stability” between the fixed chase and occasional pause for the next-generation of younger achievers.
The movie, developed and created by Advantage Worldwide, may have the British actor strolling by and taking in a bustling, busy road. This denotes the tempo that younger achievers aspire to. She is then seen taking a pause as she comes throughout a mirrored door, calling her to a world that helps her savour the tempo. As she walks into this house, she finds a stability, surrounded by her associates and pricey ones, delivering a powerful message – “The tempo by no means ends, savour the pause”.
The marketing campaign, the corporate mentioned, explores the negotiation between the tempo and pause of on a regular basis life, and the way moments of pause turn out to be essential. Knightley will probably be seen embodying the narrative.
Knightley mentioned, “Our lives are at all times measured in time and in our achievements. We’ve got tailored to a tempo the place we appear to be dashing in the direction of our subsequent milestone continually. The concept of balancing that tempo with a pause to get again in sync is one thing I actually relate to.”
Abhishek Shahabadi, vice chairman & portfolio head, scotch and premium whites at Diageo India mentioned, “We’re thrilled to have her onboard to ship the subsequent chapter of our success and set up its management within the Indian business. By this marketing campaign we would like achievers to savour the pause as it’s important to energy the tempo.”
Parts Media Works, Diageo’s expertise companions, performed a task in making the one-of-its-kind affiliation occur between Black Canine and Keira Knightley.
Analysis agency Statista has forecast revenues of $16.56 billion within the whisky section in India this 12 months, with a compound annual progress charge of seven.18% between 2021 and 2025. The common quantity per particular person within the whisky section is predicted at 2.42 litres in 2021 in India.
In accordance with IWSR, a worldwide supplier of information evaluation on the beverage alcohol market, world whisky volumes are set to rebound this 12 months, after falling 10.7% in 2020, helped by a restoration in giant markets reminiscent of India and the US.
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