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Shaw Wallace gives RC image makeover
MUMBAI: Shaw Wallace has launched a new campaign for its flagship whisky brand Royal Challenge, titled What’s life without Royal Challenge.
The new communication seeks to portray the RC man as a young contemporary urban male who exudes relaxed confidence. The communication blitzkrieg spans across all the media vehicles – print, TV, outdoor, cinema, FM and the Internet.
RC claims to be among the most visible brands in the Indian alcoholic beverage industry and accounts for 65 per cent of the premium whisky segment. The re-energised and focussed marketing support has seen a double-digit growth for the brand in the current financial year. RC is poised to become the first premium whisky brand to touch one million case sales mark by the end of the financial year.
An official release informs that the activities being woven around the brand embody RC’s new defined attributes. These activities span an association with corporate golf, sponsorship of strategy summits with management gurus and hard-hitting debates on current management issues under the title Crossfire.
Brand image, highlighted through association with relevant events and sponsorships, has been identified as the most important factor in fuelling consumers’ demand by Shaw Wallace.
Speaking on the continued association of RC with golf over the years, Shaw Wallace president Akma Shamsuddin added, “The decision maker is getting younger. Golf, too, is getting younger by the day. And so is our brand Royal Challenge. Royal Challenge for instance was previously positioned as a brand for those who have already arrived. But now, much like the sport itself, it is meant for upcoming executives, business people and young professionals aspiring to be business leaders of tomorrow.”
The new communication exercise centres around golf and presents the RC man as a focussed and confident young person who does not lose sight of his targets.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
