Officers Choice : Re positioning of Brand

To be honest this is one of the top adds in liquour industry which talk about human values and the choice’s we have before us in our life, whether to take a “patli gali” or stand tall! even at a personal cost. However, the protagonist exhibits his officer like qualities and in the end makes the right choice.

So here they want to take the officer as a metaphor to righteousness bhai kya baat me sach me dum hai ?? 😛

Its more of andar ka officer jagao I dont know weather they are trying to change the image of liquor industry or just trying to create a good will in the homes of people having “Officers choice” 😉

Ex Positioning of Brand : If we see the history of the product we will find that Officer’s Choice, as the name suggests, was a brand that was portrayed to be the preferred choice of naval officers and hence, it was aspirational to the consumer. The brand positioning flowed from this thought and hence the tagline – ‘Challenge Yourself’, was thoughtfully created. The campaign then focused on the daredevilry and bravado of the officers and how they could overcome any challenge, making the consumer feel strong and macho when he chose this brand. Here is the old add.

Repositioning of the Brand : Now if we see for the current market the positioning was old and outdated. consumer today, who did not really look up to naval or army officers now,at least not as much as they used to.So now they are looking for some officer who doesn’t himself thinks of him as who can portray for the brand.

Therefore a re-positioning was devised keeping in mind the Tag line , where the brand would celebrate the officer in each and every one of us and highlights will be the subjects relevant to consumer and exhort him to make the right choice, because he too is an officer.If you could keenly see in the guy driving is also drunk and for sure he is not having this brand 😉

The campaign embodies the aspirations of the common man who wants to be recognised for his deeds. He ensures that he lives up to his moral standards and ethics. He does his duty and would not waver from it. He is truly an officer in real life and the campaign acknowledges his contribution.And thats why in other add the common man is portrayed for him

Here are the glimpses of entire campaign of Officers Choice , Now that called as re positioning

Designed by : Allied Blenders and Distillers Pvt. Ltd. (ABD) i think Director is Prahlad kakkar  but the qualty of paicturization and actors is lower then the average adds . Just to let you know the brand poses growth rate of 33%

well long back when the dalda was not a popular brand i.e inspired of zillions of adds it was not able to make its existence in the market they came up with the tag line “maa ke hatho ka swad” and they gave the respect for the brand among the people so that people can really tell and show off that they have used the Dalda .That was lintas sucess story by alique padmesse

Well now i realized however short i try to write it grows on its own 😉 like form add review it shifted to add positioning in the market 😀



  1. very true……tag line was very strong ……..right advertisement but for wrong can not compare the attitude of a officer with liquor.i mean such things can not be used to build image which can only benefit the liquor industry.

    1. Thanks for the comment ruchi..
      Well since liquor TVC are banned so they are selling soda ethically not directly hazardous, Suerly adds r not designed to compare as such but to define the mind set of people like Pepsodent pappu and papa is targeted to kids. Im also not in favor of liqur adds but this article is more of their strategy shift of theirs. Thanks again Happy reading

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