VAT 69: Game On

The alcohol brand has launched a campaign titled 'Be One in a 100' to promote its gaming portal.

Diageo India-owned brand Vat69 has launched its new campaign 'Be ONE in a 100' to promote its gaming portal Vat69.in. The campaign brings alive Vat69's brand philosophy 'Exhorting Men To Succeed By Doing Things Differently' in an innovative manner.

The portal will bring to life an experience in which the consumer 'competes' and celebrates his winning. The consumer can visit the website and play various computer games. If he registers himself as a member of this site, at a fee, he would be able to access a host of games. As the consumer plays the games, he scores points and accumulates them he can buy the points. As he accumulates enough points, he can exchange them for various activities like a tour to an exotic location.

The campaign will begin with two TVCs that will be launched in succession this week. The first TVC pays respect to that great mind who discovered the use of an elastic band for a bowtie while other men got tied up in knots. His wit won him adulation and more time with the ladies on the dance floor.

The second TVC is a tribute to that one man who, for the first time ever in the history of mankind, invented a pointy stone for fishing while other men kept failing with flat stones. His wit helped him resolve the issue of fishing by simply thinking differently.

The Vat69 gaming portal aims to salute those distinctive people who found their 'Eureka' moment from an unnoticed or a missed opportunity. It represents that genius who is proficient enough to innovate rather than invent.

Bhavesh Somaya, marketing and innovation director, Diageo India, says, "The new brand campaign is an ode to those unsung heroes who shaped the world as we know it. In true Vat69 style, the set of humorous yet witty commercials depict that competitive spirit combined with simplicity and intelligence provide the best solutions. Through our narratives we have reimagined historic events that lead to moments of ingenuity. The TVC's promise to be captivating and witty taking the audience back in time."

Russell Barrett, chief creative officer, BBH, says, "With this campaign, we decided to celebrate the greatest uncommon men of history. We chose men who decided to stand out, to rise above the rest and who broke away from the herd. Vat69.in will be the champion of these quiet heroes and pay homage to these men in an ironic and witty way. Our ideas will continuously celebrate that one man in a 100 who was brave and brilliant."

Diageo's brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness. It is a global company, with its products sold in more than 180 countries around the world.