Mass selling alcohol brand, Blenders Pride, welcomed Alia Bhatt as the new face of the brand with a captivating campaign film ‘Made of Pride’.

In a statement, Pernod Ricard India, the company that owns the Blender Pride  brand, said the new campaign film showcases Alia’s relentless and never-give-up-attitude, and her pride in being her authentic self. She takes the punishing glare of lights — symbolic of the challenges and continuous scrutiny that one confronts on the journey to success — head-on and emerges unfazed and triumphant.

The multi-faceted actor with her resilience and dynamism truly represents the brand’s philosophy that takes an exciting new turn with this bold and empowering campaign, the statement claimed.

The leader in its category, the Blenders Pride brand has embarked on a new journey with a refreshing tone of voice that is vibrant, aspirational and contemporary. A shift from black and white imagery to infusing colour is a refreshing move for the brand, but one that continues to enhance premium cues.

Through the narrative of the film, the press release adds, Alia nudges the audience to adorn an attitude reflective in the lyrics ‘Watch out! I’m here to slay, Hit me with your brightest light. I’ll stare back. I’m made of pride’.

The 360-degree integrated campaign will be seen across TV, digital, print and OOH.

Commenting on the announcement, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “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.”

Alia said she was “thrilled to be the face of Blenders Pride” and be 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 challenges head on 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,” she added.

Conceptualized by creative agency Lowe Lintas, the TVC has been shot by French filmmaker and visual artist Jean Claude Thibaut, known for his path-breaking work in luxury lifestyle.

Talking about the campaign, Prateek Bhardwaj, Chief Creative Officer, Lowe Lintas, said the campaign “reframes the relationship between pride and success” as for Blenders Pride true pride isn’t a result of success, but  a prerequisite to handle success.