Officer’s Choice Blue pays Tribute to the Real Heroes with ‘Salute Zindagi’

Officer’s Choice Blue Snacks launches ‘Real Heroes’, Salute Zindagi, a short film platform that brings alive the heartwarming stories inspired by true events

by Shrutee K/DNS

Mumbai, July 20, 2017: Allied Blenders and Distillers Pvt. Ltd., India’s most admired homegrown spirits company launches Officer’s Choice Blue Snacks, Salute Zindagi in association with Saregama. Taking forward the brand’s core ethos of the ‘Good Samaritan’, the platform is set to host six short films inspired by the lives of real heroes, who have personified the value of righteousness in their deeds and action.

The series will bring out heart-warming stories in an entertaining format of 5 minutes, of real heroes who through their extraordinary acts of kindness have inspired millions. From a security guard who has written 4000 heart-warming letters to the families of martyrs to a rickshawala who gives free rides in his well-equipped rickshaw, almost running a gift economy, these stories capture the essence of righteousness. The platform in association with Saregama aims at highlighting the value of righteousness that has been long associated with Officer’s Choice Blue through a series of 6 short films that will be rolled out every three weeks.

Talking about this unique initiative, Ahmed Rahimtoola, Head of Marketing, Allied Blenders and Distillers said, “’Salute Zindagi’ is our effort at curating stories that bring to the fore heart-warming and inspiring stories of real heroes. Their extraordinary acts of kindness resonate with the timeless value of righteousness that has been long associated with Officer’s Choice Blue. Keeping the brand’s philosophy at the core and the growing relevance of short form content on digital media, this property will allow us to connect better with the youth.”

Siddharth Anand Kumar, VP – Films & National TV – Saregama said, “Salute Zindagi is an attempt to create content that is inspirational in a way that is not overwhelming. We chose to focus on stories of everyday people who, by doing small acts of kindness, make a big impact and literally turn the frowns on people's faces into smiles. We have leveraged the emotive appeal of evergreen songs from the Saregama catalogue and derived from the core values of Officer’s Choice Blue to create a series that is a true tribute to unsung heroes. We hope its message will resonate with viewers across media and platforms.”

Link of the short film- https://www.youtube.com/watch?v=zvEeRJD_Q84

About Allied Blenders & Distillers Pvt. Ltd : Allied Blenders And Distillers Pvt. Ltd. is a Kishore Chhabria promoted company. Its flagship brand is the famous Officer's Choice Whisky and the portfolio includes Officer’s Choice Blue Whisky, Officer’s Choice Black Whisky, Class 21 Grain Vodka, Jolly Roger Premium Rum, Lord & Master Brandy and Kyron Premium Brandy. ABD is the 3rd largest spirits company in India with volumes of 33.2 million cases for the year 2016-17 and growing at a CAGR of 15% over the last 7 years making it the fastest growing spirits company in India. ABD possesses a strong sales and distribution network nationally and a pan-India manufacturing base that includes 40 manufacturing / bottling units. It has 14 sales offices in 22 states across the country.