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There can be no doubt that Alia Bhatt is one of Bollywood’s shiniest stars – she is a box office success and a critics favorite. The actress took the plunge with unconventional roles early on in her career instead of sticking to the traditional route – she’s done movies that talk about mental health, Stockholm syndrome, nationalism and more. No wonder then that Alia is a hit with the youth of today considering that millennials and Gen Z are known to have diverse tastes and varying interests. It doesn’t come as a surprise, then, that Alia came on board as the new Brand Ambassador of the iconic brand, Blenders Pride glassware. The brand gave Alia a grand welcome with the ‘Made of Pride’ campaign film which plays on the actor’s dynamism, showmanship and her self-confidence … her pride in herself if you will.
“Alia Bhatt’s story of becoming today’s youth icon and one of the most talented stars in our film industry makes her unarguably the best choice for our new brand ambassador for Blenders Pride. Our new campaign celebrates the pride of being your authentic self, showcasing Alia’s strength of character and resilience. In a world where making safe choices comes easy, the new campaign aims to nudge today’s confident consumers, and encourage them to let their pride be the catalyst in making authentic choices that take them further into life, “says Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India.
The film campaign had another big name on the board as it was directed by the famous French filmmaker Jean Claude Thibaut. The film spoke about Alia’s journey towards stardom and the challenges and trials she has had to face in the spotlight. With Alia, Blenders Pride also makes a shift from its classic black and white imagery to a voice that is more vibrant, contemporary and of course, colorful. The premium nature of the brand is only highlighted by the current imagery and palette used.
“I am thrilled to be the face of Blenders Pride glassware and a part of this impactful film that beautifully weaves in the story of‘ Made of Pride ’. I truly believe that pride gives us the strength to take head-on challenges and remain unfazed on the journey to success. I love that the campaign not only encourages people to take pride in being their authentic self but also connects with so many different aspects of my life, “says Alia Bhatt regarding her association with Blenders Pride.
A campaign in today’s day and age has to be more about just plain glamor – it has to have meaning and transfix the viewer who has access to multiple visual cues. This campaign and Alia’s dynamism and charisma does just that and encourages the consumer to live fearlessly and with pride.
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