Summary
- Campaign: “The Crossing” (part of the “Men Will Be Men” series)
- Brand: Seagram’s Imperial Blue
- Product: Whiskey
- Target Audience: Men in India
- Goal: The perfect drink for navigating social situations
- Key Element: Humorous portrayal of men’s attempts to impress women
Men on a Mission: Seagram’s Imperial Blue’s “The Crossing”
Seagram’s Imperial Blue’s “The Crossing” ad campaign, a part of their ongoing “Men Will Be Men” series, uses humour to depict how men navigate social situations in hopes of attracting women. The campaign, created by Ogilvy, is specifically targeted towards young adult males in India.
The ad features actor Karan Wahi as he spots an attractive woman while crossing a road.
His immediate reaction is to devise a tactic to grab her attention. He offers to help an elderly lady standing nearby, hoping to indirectly attract the attention of the woman he desires. As he reaches the other side, he turns behind to spot one more lady crossing the road. He then takes a u-turn with the old woman leaving her confused.
Kartik Mohindra, chief marketing officer at Pernod Ricard India, expressed his satisfaction with the campaign, stating that “Imperial Blue’s ‘Men Will Be Men’ campaigns have a successful legacy of delivering unforgettable films that celebrate ‘the lighter side of life’. With every rendition, the campaigns have become richer and more memorable. We have been able to sustain this proposition through quirky and entertaining campaigns with smart humor centered around ‘typical mensims’. I am confident that this campaign featuring Karan Wahi, will take the franchise to the next level as we set yet another benchmark in creating endearing brand communication.”
Ritu Sharda, CCO at Ogilvy India (North), echoed Mohindra’s sentiments, emphasizing that everyone waits for the next film on Imperial Blue and I’m delighted with our second film of the season. For me, this is an amazing addition to the Imperial Blue legacy. It’s the beauty of the brand’s positioning, a killer team with a fantastic client on our side that helps us create such beautiful work, every time. So, watch on, and smile because men will be men!
