Chivas has appointed Hrithik Roshan as its new brand ambassador with a captivating campaign, ‘Made of Great Character’.
Chivas showcased a refreshing brand image through the new campaign narrative, which highlights a ‘rich blend of success, generosity & brotherhood’, while retaining the brand ethos. The 360-degree integrated campaign will be widely seen on social media platforms, popular newspapers, OOH & during IPL on Hotstar.
Conceptualized by creative agency Ogilvy, the ad film has been shot by the famous French filmmaker and visual artist Jean Claude Thibaut.
The campaign celebrates the spirit of an individual’s positive character that makes them stand out as beacons of grace and gratitude, hope and high ideals. “We see various facets of great character through different lenses that highlight the attributes of self-made individuals who prioritize knowledge and progressive values above materialistic pleasures. The core ideology of character being a true measure of a successful individual with a positive spirit that is cultivated over years & refined over time, is reflected through the campaign,” the company said in a statement.
“The ad film showcases Hrithik as a successful entrepreneur who is pure class, reflective of his positive character. A seasoned actor who has only gained respect for his charisma and bold persona, Hrithik is a class apart both in real and reel life. He embodies modern values and a progressive mindset and is aware of his goals and desires,” it said.
The multi-talented actor, with his sheer simplicity, integrity, kind-heartedness and love for his audience, truly represents the brand’s philosophy, which is also reflected in the campaign film. The film also features actor Mouni Roy.
Commenting on the announcement, Pernod Ricard India chief marketing officer Kartik Mohindra said, “Chivas is an iconic brand for the successful individuals who embody progressive values & appreciate luxury.”
“The brand has always inspired others while celebrating the stories of those who have led the new paths of success. With Hrithik Roshan being one of the most successful and celebrated actors, his inspiring story of upholding great values while riding on the path to success makes him unarguably the best choice as our new brand ambassador. The coming together of Hrithik and Chivas’s outstanding character in the campaign ‘Made of Great Character’, will help forge a new direction for the brand,” he added.
On his partnership with the brand actor Hrithik Roshan, said, “I am thrilled to be the face of Chivas and take pride in being the voice of their latest campaign ‘Made of Great Character’. I truly believe that great values embody great character, which ultimately forges the path to success. I love the core theme of the campaign that encourages people to lead a life that they value and to develop their character. It also connects with so many different aspects of my life.”
“Character defines destiny” – simple, yet powerful words underline the fact that destiny is not a predetermined outside force. Rather, an individual’s future is determined by his inner character. The crux and the core of Chivas exemplifies this. Character is at the heart of Chivas’ spirit. The Chivas campaign revolves around our protagonist, who not just mirrors these values, but elevates character by capturing its many nuances,” said Ogilvy, North, executive creative director and head of design Nitin Srivastava.
