ABD re-launches Class as Class 21

ABD re-launches Class as Class 21

Allied Blenders and Distillers Pvt. ltd, India’s third largest and fastest growing spirits company, has recently unveiled a new identity for its regular-priced segment vodka brand, Class.

Rechristened as Class 21, the new name and identity embodies and connects with the spirit of today’s youth. With a unique, cutting-edge bottle to capture the imagination of hip and trendy consumers, Class 21 stands a class apart from other spirit brands in the category.

Says Deepak Roy, Executive Vice Chairman and CEO of ABD, “Class was re-launched as Class 21, to cater to the new, bold & irreverent youth of the country. Since, Vodka is mostly consumed by this segment; we realized that there was an opportunity to create a brand that reflects their attitudes and aspirations. “The name”, says Mr. Roy “was inspired by the magical and enviable age of 21. Those under 21, desire to be 21 so they can attain the freedom. Those above 21, wish they were 21 again. And those who are 21 wish it could last forever!!”

Adds Mr. Roy, “We have seamlessly integrated the brand name with the brand positioning, ‘Thank God for 21’.”

Class 21 aims to capture the eye of the consumers with its attention grabbing look and feel. Inspired by the idea of a well cut and well fitted suit, the bottle of Class 21 looks stylish, trendy and masculine. The logo uses the A in Class, to make a dynamic splash, which in turn creates facets which give the structure a unique dimension. Bold and very high on impact, the structure boasts clean lines and silhouettes, while the label enhances the beauty in the shape.

The new design; sophisticated and elegant strives to give the brand a unique language of being the best looking brand in the category thereby accentuating its presence in a competitive market and at the same time resonating in the mind of its audience. Class 21 now comes into being as “The drink of the 21^st century”.

Roopak Chaturvedi, Director, Sales & Marketing, ABD, feels “The new ad campaign too, reflects the attitude of the youth today and is sure to strike a chord with the consumer. The campaign has leveraged a strong insight and encapsulated it wonderfully in the slogan - “Thank God for 21”. The campaign highlights the fun, zestful side of being 21. It has showcased the youth, their lifestyle and celebrates the experience and joys of being at this cool age.”

With Class 21, ABD is trying to firmly establish its presence in the fast growing spirits business. ABD, today has evolved from a single-brand company to a company with an enviable portfolio of dynamic brands, serving diverse target segments. From being the 6th largest player only a couple of years ago to being the third largest player today, ABD under the helm/stewardship of Deepak Roy is now a force to reckon with and is on its way to achieve its vision of being the most admired spirits company 

For more information, please contact:

Atul Malikram

pr@atulmalikram.in

FOODFOOD, India’s first Hindi 24x7 Food Lifestyle Brand to debut on 24January, 2011

FOODFOOD, India’s first Hindi 24x7 Food Lifestyle Brand to debut on 24January, 2011

The most innovative and specialized 360 degree food concept launches its TV channel

Mumbai: Claiming the title of the most gastronomically loaded lifestyle and entertainment concept available across TV, mobile, web etc– a 360 degree brand on the world of food, Sanjeev Kapoor &  Raghavendra Madhav of Astro All Asia Networks, today announced the launch of FoodFood- the TV channel, from 24 January, 2011.

The brand also revealed it’s “double whammy” team  - renowned Chef Sanjeev Kapoor as the expert on all things food, and Ms Madhuri Dixit Nene as the Lifestyle Ambassador of FoodFood. Said Mr Madhav, “ Sanjeev Kapoor is not only a great chef but is also India’s original and most trusted chef. He brings to the table a deep understanding of food and how it works on TV . We are also delighted to announce the involvement of Mrs  Madhuri Dixit Nene who epitomizes Indian womanhood. Being a foodie herself, she brings to the brand a lifestyle perspective”

                      

At a media gathering that clearly demonstrated food as a lifestyle statement, Masterchef and co-promoter of FoodFood, Sanjeev Kapoor said, “Today food has acquired dimensions that go beyond mere consumption. As our country breaks new ground in almost every field, food is rapidly becoming central to our lives. Its not only about calories and taste, its about having fun, enjoying life with food around which the family & friends gather. Through Food Food, we hope to create a medium that will celebrate food in all its splendor across multi platforms. This TV channel is just one among many platforms to follow.”

Mrs. Dixit Nene stated, " I’m extremely excited with the concept and thought behind FoodFood. Being part of the launch of a brand solely dedicated to this gastronomical cum lifestyle concept, gives me immense pleasure. I am looking forward to contributing as its Lifestyle Ambassador.” 

With the concept of Cooking+ Food +Food-lifestyle, the TV channel aims to be all things food. Not only does it have it’s very own “Food Editor” – renowned chef, Rakesh Sethi ( with over 28 yrs experience across Taj SATS, Oberoi and Intercontinental hotels) , it has also roped in several Indian celebrity chefs ( Nitin Tandon, Shantanu Gupte, Anurag Bali etc) to add spice to it’s programming content.

Said FoodFood COO Karthik Lakshminarayan, “Our chefs not only understand food and cuisine, they are also in tune with the audiences’ lifestyle preferences. We will produce and package content for our shows that are relevant to the Indian audiences. FoodFood is not just about stand-and-stir kind of shows, it will feature programming that is compellingly interactive with the audiences.”

Targeting the middle class Indian in urban towns and cities as its core audience, FOODFOOD will produce and package all its content in India. “Our entire content and programming is in Hindi and is created by Indians, for Indians” says the COO Karthik Lakshminarayan.  He adds, “In order to connect to our audiences across the country, we will feature shows about food and food lifestyle like ‘Firangi Tadka’, ‘Sirf 30 Minute’, ‘Sanjeev Kapoor’s Kitchen’, Chef ka Muquabla and Ready Steady Cook, to name a few.”

“FOODFOOD will redefine food in our lives.” said Mr Madhav, “ With 360 degrees of food available across multi media platforms like TV, web, mobile, Food is all set to become the new entertainment. FoodFood is not just a food channel, we are here to provide Indian viewers their very own Khushi ki Recipe!” quipped Mr Madhav

 The channel will be available in both analog and digital formats pan India

For further information please contact:

Atul Malikram / Chanchal Jhanwar

09755020247