{"id":2155,"date":"2021-07-10T22:17:21","date_gmt":"2021-07-10T16:47:21","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2155"},"modified":"2021-07-10T22:17:22","modified_gmt":"2021-07-10T16:47:22","slug":"bagpiper-khoob-jamega-rang","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/10\/bagpiper-khoob-jamega-rang\/","title":{"rendered":"Iconic Ads: Bagpiper &#8211; Khoob Jamega Rang"},"content":{"rendered":"\n<p>Bagpiper Whisky was launched by Herbertsons in 1976. Bagpiper entered the market intending to build a brand, rather than being simply one more whisky. Even now, the brand is defined by the evening entertainment segment.<\/p>\n\n\n\n<p>In the early 80s, Bagpiper did a great deal to change the rules of the alcohol market. The focus was on consumer pull rather than distributor push. But it was not permitted to advertise and Herbertsons found the answer in sports.<\/p>\n\n\n\n<p>It sponsored the player prizes in One Day matches like Man of the series etc. Actually Bagpiper created the sports event marketing business, not intentionally though. Doordarshan decided that if the sponsor is a liquor brand, then the camera cannot zero in on the products in the stadium.<\/p>\n\n\n\n<p>Herbertson&#8217;s found a great solution. It decided to launch a club soda and extend the Bagpiper brand. Advertising whisky was prohibited but not advertising a product of the same name. Every time the club soda was advertised, it had a strong rub-off effect on the whisky. (this has become an indispensable part of liquor advertising in India)<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-gallery columns-3 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img fetchpriority=\"high\" decoding=\"async\" width=\"301\" height=\"400\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/bagpiper-dharmendra.jpg\" alt=\"\" data-id=\"2157\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/bagpiper-dharmendra.jpg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2157\" class=\"wp-image-2157\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/bagpiper-dharmendra.jpg 301w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/bagpiper-dharmendra-226x300.jpg 226w\" sizes=\"(max-width: 301px) 100vw, 301px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"195\" height=\"259\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/bagpiper-sanjeev.jpeg\" alt=\"\" data-id=\"2159\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/bagpiper-sanjeev.jpeg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2159\" class=\"wp-image-2159\"\/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"195\" height=\"259\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/bagpiper-shatru.jpeg\" alt=\"\" data-id=\"2160\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/bagpiper-shatru.jpeg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2160\" class=\"wp-image-2160\"\/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Iconic Ads - Bagpiper Shahrukh Khan\" width=\"768\" height=\"576\" src=\"https:\/\/www.youtube.com\/embed\/hpmJHQBy98o?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<p>To the head honcho at Herbertson&#8217;s, Rajesh Srivastava, (who doesn\u2019t drink whiskey) goes a huge part in the success of Bagpiper. He wanted to communicate to the masses that alcohol isn\u2019t a sin, but entertainment.<\/p>\n\n\n\n<p>To market Bagpiper, targeted at the lower end of the market, he agreed to the line\u2014&#8217;All the makings of a Great Occasion\/ Evening\u2019 from the Everest Advertising team.<\/p>\n\n\n\n<p>They got a host of stars like Dharmendra, Shatrughan Sinha, Jackie Shroff, Sunny Deol, Akshay Kumar, Shahrukh Khan, Ajay Devgan and their ilk to endorse Bagpiper Club Soda. This, gave a contemporary and \u2018starry\u2019 personality as the target audience were in awe of film stars.<\/p>\n\n\n\n<p>The campaign continues with no change in layout and execution, except for the change of film stars.<\/p>\n\n\n\n<p>Interestingly in the film, there is a different line, the now-famous \u201cKhoob jamega rang, jab mil baithenge teen yaar, Aap, main aur Bagpiper written by Iqbal Khwaja (Raj) at Everest. As a follow-up, audio cassettes of songs in different moods-romantic, sad, fun \u2013 picturized on the endorsing stars were given as gifts.<\/p>\n\n\n\n<p>Starry Eyes<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The use of film stars gave a contemporary and \u2018starry\u2019 personality as the target audience were in awe of them.<\/p>\n","protected":false},"author":1,"featured_media":2156,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[39,644,362,645],"class_list":["post-2155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising","tag-bagpiper","tag-everest","tag-khoob-jamega-rang"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Bagpiper - Khoob Jamega Rang Point of View<\/title>\n<meta name=\"description\" content=\"The use of film stars gave a contemporary and \u2018starry\u2019 personality as the target audience were in awe of them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/10\/bagpiper-khoob-jamega-rang\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iconic Ads: Bagpiper - Khoob Jamega Rang Point of View\" \/>\n<meta property=\"og:description\" content=\"The use of film stars gave a contemporary and \u2018starry\u2019 personality as the target audience were in awe of them.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/10\/bagpiper-khoob-jamega-rang\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-10T16:47:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-10T16:47:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Bagpiper.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"1600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/bagpiper-khoob-jamega-rang\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/10\\\/bagpiper-khoob-jamega-rang\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Bagpiper &#8211; 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