Shaw Wallace launches new campaign targetting young urban male

MUMBAI: Shaw Wallace has launched a new campaign called 'What's life without Royal Challenge' in a major re-positioning for its flagship whisky brand Royal Challenge (RC).



The new communication seeks to portray the RC man as a young contemporary urban male who exudes relaxed confidence. The communication blitzkrieg spans across all the media vehicles - print, TV, outdoor, cinema FM and the Internet.

Royal Challenge accounts for 65 per cent of the premium whisky segment. The re-energised and focussed marketing support has seen a double-digit growth for the brand in the current financial year. Royal Challenge is also poised to become the first premium whisky brand to touch one million case sales mark by the end of the financial year.

According to an official release, the activities being woven around the brand embody RC's new defined attributes. These activities span an association with corporate golf, sponsorship of strategy summits with management gurus and hard-hitting debates on current management issues under the title 'Crossfire'.

Brand image, highlighted through association with relevant events and sponsorships, has been identified as the most important factor in fuelling consumers' demand by Shaw Wallace. For instance, an association with golf helps Shaw Wallace impart an aura of sophistication and premiumness, the attributes that Royal Challenge stands for.

Speaking on the continued association of Royal Challenge with golf over the years, Shaw Wallace president A K M A Sharnsuddin said, "The decision maker is getting younger. Golf, too, is getting younger by the day. And so is our brand Royal Challenge. Royal Challenge for instance was previously positioned as a brand for those who have already arrived. But now, much like the sport itself, it is meant for upcoming executives, business people and young professionals aspiring to be business leaders of tomorrow."

The new communication exercise centres around golf and presents the RC man as a focussed and confident young person who does not lose sight of his targets. "Golf is a game where you continually strive to surpass yourself. In many more ways, a Royal Challenge consumer throws a challenge to himself and tries to meet the same by working in a steady and focussed manner," Shamsuddin added.

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