COLORS And Seagram’s Imperial Blue Packaged Drinking Water Came Together For A Special New Year’s Campaign

How does a brand match the level of excitement and buzz around the New Year’s season with a campaign? 

Surely, it has to be something special; something no one’s ever done before. 

Seagram’s Imperial Blue Packaged Drinking Water and COLORS came together for a unique initiative that is adding to the hype this festive season, and is making every ‘happy new year’ wish a tad bit more personalised. 

The idea was to enable viewers to surprise their loved ones with a customised wish from their favourite celebrities, and make the celebrations all the more wholesome this year! 

Riding on the “Men Will Be Men” tagline, the two brands leveraged AI technology to give fans an immersive and memorable experience that truly is one-of-a-kind.  

The campaign features all the celebrities who were a part of the last two Imperial Blue and Viacom18 campaigns, namely Karan Kundra, Pratik Sehajpal and Nishant Bhat to kick-start the festivities this time around. 

The future of advertising 

By integrating technology into the brands’ communication, the campaign resonates with a larger audience and is spreading the festive cheer far and wide. 

Here’s how it works: 

  • Viewers are encouraged to visit the microsite 
  • Here, they select the artists from whom they wanted to receive a wish 
  • The AI generates a video that is shareable on social media 

The key to keeping audiences engaged is to create an experiential campaign with a solid objective that offers something new and exciting to consumers – and that’s exactly what Imperial Blue and COLORS are doing with this collaboration! 

An innovative vision brought to life 

Co-conceptualised by Wavemaker India, the clutter-breaking campaign is a pioneer for brands in this category to use AI technology innovatively. 

The brands’ core philosophy is to inspire customers to embrace life with a smile, and they set the right example with this campaign that effortlessly spread joy this festive season, one customized video at a time!