While the global liquor major's cheeky campaign intends to create awareness around drinking more water while consuming alcohol, the commercial does what every surrogate advertisement does: Reinforce the original brand and messaging
A bunch of friends, loud music, a crowded dance floor, a bar and all the young ones raising a toast. Oops, it’s just water. This is what global wine and spirits major Pernod Ricard India has done in its new campaign, which purportedly is aimed at building awareness around the need to drink more water while consuming alcohol. While the intent is great, the execution is diluted, and the message is intoxicating.