Marketing Head Ahmed Rahimtoola, who also joined the

company in 2007, observes that when he joined the brand value perception for Officer's Choice was low compared to Imperial Blue and Bagpiper. The brand was missing the youth connect.

To re-invent the brand, the company came up with a three-pronged strategy -- repackaging, repositioning and reconnecting with consumers.

The team hired one of the best design consultancies in the country to create a new identity for the brand and the brief was to upgrade the packaging to have good shelf appeal and be seen as more modern, contemporary, dynamic and stylish, with a new age look.

The case study notes that the UB Group veteran Roy wanted a disruptive campaign to reposition the brand, without roping in celebrity endorsers.

"With a strong brand like Bagpiper on one side and our limited resources on the other, we will have to make the idea of our campaign the hero; no Bollywood celebrities for us.

"The campaign should be disruptive and reintroduce them to the brand. It must tell all the new entrants to the category that Officer's Choice needs to be their first port of call," Roy had said.

To reconnect with consumers, ABD decided to reach out in a more direct manner, through large experiential properties, cultural connect programmes and ground level visibility to give the brand a larger-than-life feel.

(This article has not been edited by DNA's editorial team and is auto-generated from an agency feed.)