For its ‘Savour The Pause’ ad film campaign in India, Diageo’s whisky brand Black Dog collaborates with Hollywood sensationÂ Keira Knightley.
According to the business, this collaboration is a “creative social media campaign” with the actor. It emphasises the importance of “balancing” for the future young professionals between the constant pursuit and break.
Virtue Worldwide is behind the film’s concept. It intends to raise its international profile by spreading the idea, “The pace never ends, savour the pause.”
In the film, Knightley walks down a crowded city street. It exemplifies the fast-paced aspirations of young achievers. She paused briefly, though, when she came across a mirrored door that invites her into a realm. There she can savour the pause and lead a purposeful life.
Knightley said, “We have adapted to a pace where we seem to be rushing towards our next milestone constantly. The idea of balancing that pace with a pause to get back in sync is something I really relate to.”
Abhishek Shahabadi, vice president & portfolio head, scotch and premium whites at Diageo India, said, “We are thrilled to have her onboard to deliver the next chapter of our success and establish its leadership in the Indian industry. Through this campaign we want achievers to savour the pause as it is essential to power the pace.”
Diageo’s talent partners, Elements Media Works, were instrumental in bringing the one-of-a-kind collaboration between Black Dog and Keira Knightley to fruition.
The Indian whisky industry expects a generation of $16.56 billion in revenue this year. The compound annual growth rate is 7.18 percent between 2021 and 2025, according to research firm Statista. In India, per person consumes 2.42 litres of average volume of whisky in 2021.
Click here to watch the film.Â