[National, December 16th, 2024] In its journey to continue celebrating the corporate tribe, Ballantine’s – from the House of Pernod Ricard India – announces a strategic partnership with the acclaimed television series NBCUniversal’s ‘Suits’ through a Limited Edition Pack. This premium offering celebrates professionals who ‘Stay True’ to their paths, both at work & at play embodying the brand’s commitment to authenticity and success. This partnership has been curated by Universal’s licensing partner – Black White Orange, for India.
In today’s fast-paced world, corporate professionals navigate complex challenges in office with unwavering determination and ambition. They are the ones who aren’t just bound by their workplace identities, but also genuinely Stay True to the pursuits that set them apart. Ballantine’s has created platforms for self-expression like ‘Unofficial Evenings’ that provides a space for this tribe on various passion points like music, comedy and gaming – setting a strong foundation for the brand’s new association with ‘Suits’. Ballantine’s association with ‘Suits’ traces back to 2015, when the brand collaborated with Gabriel Macht, who portrayed the iconic Harvey Specter. This landmark partnership amplified the brand’s message of staying true to one’s convictions – values that resonate deeply with professionals worldwide.
Just as Ballantine’s celebrates the corporate tribe and highlights the importance of ‘Staying True’ and finding success on your own terms, ‘Suits’ also embodies these values by showcasing characters that unapologetically own their strengths, weakness, and unique perspectives, inspiring viewers to do the same. The original ‘Suits’ series experienced a remarkable resurgence on Netflix in 2023, captivating a new generation of viewers worldwide. With the recent announcement of ‘Suits: L.A.’, the franchise continues to celebrate the values of authenticity and excellence that align perfectly with Ballantine’s ‘Stay True’ ethos. This shared philosophy comes to life in the Ballantine’s X Suits Limited Edition Pack, a masterpiece of design that mirrors the spirit of India’s corporate achievers.
The distinctive packaging showcases a harmonious blend of premium elements – each carefully curated to resonate with the show’s iconic status and Ballantine’s legacy of excellence. Elegantly incorporated into the design, the pack features powerful quotes from ‘Suits’ that have become mantras of corporate success: “Winners don’t make excuses when the other side plays the game” and “The only time success comes before work is in the dictionary.” Meanwhile, the sophisticated silhouette of the show’s key protagonist on the pack serves as a powerful visual anchor, embodying the confidence and precision that defines both ‘Suits’ and Ballantine’s core philosophy of ‘Stay True’. Every detail of the packaging has been thoughtfully crafted to create an immersive experience that bridges the refined world of ‘Suits’ with Ballantine’s timeless craftsmanship.
Speaking about this premium collaboration, Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development at Pernod Ricard India, shared, “Over the years, Ballantine’s has strived to celebrate the corporate tribe in India. This consumer segment has expanded from traditional corporates to now also include start-ups, creative and gig-economy. The brand’s connection with this cohort has been consistent over the past decade in spite of its ever-changing nature, and this collaboration with the television series ‘Suits’ is another step in that direction. This partnership embodies our commitment to recognizing those who define success on their own terms while ‘Staying True’ to themselves. The Ballantine’s X Suits LEP is more than a limited edition offering; through its distinctive design and premium positioning, we’re creating a sophisticated touchpoint that is a tribute to the spirit of authenticity and excellence that drives India’s corporate tribe.”
The Ballantine’s X Suits Limited Edition Pack (Ballantine’s Finest, 750ml, 43% v/v) will be available across key markets this season. This launch will be supported by curated retail experiences across modern trade and premium outlets in major corporate hubs, ensuring accessibility for discerning professionals.
