Tiger Shroff is the New Face of 8 PM Premium Black (Music CDs) for its 'Smooth Taste of Friendship' Campaign

NEW DELHI, April 22, 2019 /PRNewswire/ --

Radico Khaitan, one of India's largest spirits company, announced the young dancing sensation & heartthrob of millions Tiger Shroff as the brand ambassador for its iconic 8 PM Premium Black Music CDs.

8 PM Premium Black Music CDs is a brand extension of 8 PM Premium Black, India's new premium whisky. 8 PM, a flagship brand of Radico Khaitan is the world's 4th fastest growing Whisky as per The Millionaire Club 2018 global rankings. 

Trailing around with the contemporary trends, the brand launched its campaign on the lines of the brand essence 'smooth taste of friendship'. The brand has come up with its new TVC showcasing Tiger in a never-seen-before avatar and is an outcome of his never dying energy and the hard work put in by the entire production team and crew. It is being telecast across all major national and regional electronic and digital platforms and will be playing over the next 8 weeks.

The campaign celebrates the positioning of the brand 8 PM Premium Black - Taste so smooth that when tasted, even Rivals become Friends.  

As an extension of the campaign, the brand unveiled a music video #Areucoming last month with Tiger Shroff that has reached over 16 million views within a month of its release.

Produced by Happy Productions India, the music video and the TVC are choreographed by the talented film director and choreographer Remo D'Souza and sung by versatile Bollywood singer Benny Dayal. The music is composed by talented duo Sachin–Jigar.

Speaking on the 20 years of journey of the brand, Mr. Amar Sinha, COO, Radico Khaitan said - "8 PM premium black (Music CDs) is a notch up offering of the Limca book of records holder-8 PM brand and is promising to join the success league of its parent brand. We are proud to launch this extensive campaign and strongly believe that it will contribute immensely to strengthen the brand 8 PM Premium Black and take it to the next level. We are excited & thrilled to have Tiger on board as he represents energy, youthfulness and vigor and these traits are completely in sync with our brand."

Here are the links for your perusal:
TVC: https://youtu.be/qh8K6eAqN64
Music Video: https://www.youtube.com/watch?v=aHUpO7KExGs

About Radico Khaitan: 

Radico Khaitan Limited ("RKL") is among the oldest and one of the largest manufacturers of Indian Made Foreign Liquor ("IMFL") in India. Formerly known as Rampur Distillery, RKL commenced its operations in 1943 and over the years, emerged as a major bulk spirits supplier and bottler to other spirit manufacturers. The company launched its first brand 8 PM whisky in 1998 and over the years, has created four millionaire brands and over fifteen organically grown brands.

Radico Khaitan Limited is also one of the largest providers of branded IMFL to the Canteen Stores Department ("CSD"), which has significant business barriers to entry. The company has been successfully building its brand equity in international markets and currently exports its products to over 85 countries.

The Company currently has two distilleries- Rampur Distillery in Rampur (Uttar Pradesh) and Radico NV Distilleries Maharashtra Limited, Aurangabad (Maharashtra). The company has a total production capacity of over 157 million litres and operates 28 bottling units spread across the country.

Media Contact:
Shalini Gupta
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