Ballantine’s, the world’s No 2 Scotch whisky in the world, today announced the launch of a new strategic 
brand positioning of ‘Stay True’ and accompanying marketing campaign. Ballantine’s has associated with Gabriel Macht, famed actor from TV series ‘Suits’ for its new advertising campaign ‘Stay True, Leave an Impression’ targeted exclusively at India market.
Conceptualised by Ballantine’s, the ‘Stay True, Leave an Impression’ campaign serves as an invitation to the Indian consumers to express themselves in a genuine and authentic way. Authenticity, self-belief and conviction are at the heart of this new campaign. The video-led campaign will be integrated across print, digital and outdoor media.
The entire video film is about two worlds: the world of self-belief and staying true juxtaposed by a world of sycophants with shifting loyalties. The tension between these two worlds is what brings out the brand idea of leaving a mark by being yourself, of making it to the top on your own terms.
The film does this through a depiction of a ‘day in the life of’ the corporate world – the charades, the fake smiles, the pretentious jokes and the ‘yes man-ship’ that plays out every day – as seen through the eyes of our protagonist during his journey through a typical corporate office.
The novel freeze-frame treatment further heightens this parody of power-play that the brand unequivocally disapproves of. Ballantine’s celebrates individuality and originality since 1827 and so, in a manner, it raises a toast to the ‘real ones’ in a world full of fakes. The message: success is lasting for those who hold true.
Commenting on his association with Ballantine’s for this new campaign, Gabriel Macht said, “It is an honour for me to shoot for Ballantine’s well-crafted campaign in line with its philosophy of ‘Stay True’. This association is a perfect match as I truly relate to brand’s attribute of staying true to one’s character and maintaining one’s integrity. Ballantine’s is one of the finest whiskies with unique richness of character and perfect balance. It has been a memorable experience shooting for the campaign and hope the Indian audience will appreciate it too.”
Commenting on Ballantine’s new campaign, Mr. Kartik Mohindra, Head – International Brands at Pernod Ricard India said, “George Ballantine stayed true and left an impression with the whiskies that he created. With this campaign, we want to continue his legacy by creating a platform that celebrates Ballantine’s and its founder’s intrinsic values. We hope to inspire people to have conviction to stay true to themselves, to follow their passions and to remain as genuine and authentic as they can be.”
Sharing his thoughts about the campaign, Mr Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, New Delhi said, “There are the movers and the shakers who are here today and gone tomorrow. Their allegiances are based on self-gain and change with changing winds. And then there are those few who quietly go about doing what they believe in, undeflected in purpose and unswayed by criticism. These are the ones who are remembered. They are the ones who leave an indelible mark on time. They are the ones who lead by example. This film is about them.”
“There is something very inspiring about individuals who live by what they believe in. They are hard to find but they are there. This is the individual of integrity that the brand sought to associate itself with. And this is what led us to close in on Gabriel Macht. He, in a way, echoes everything that the brand stands for. There are strong affinities about who he is in real life and the character roles that he depicts in his professional life, with our brand values. So his character accentuates the stark differences between the two worlds that the film has captured. And the master stroke is the treatment of the film itself that creates a taut tension between the two worlds.”, he further added.
Stay True is rooted in the DNA of Ballantine’s, thanks to its founder George Ballantine. A true innovator and entrepreneur, he was always original and acted with genuine conviction and flair, and this approach to life is reflected in the unique taste profile and iconic look of the Ballantine’s range.
Source : Lokesh Shastri