The TVC is Shaw Wallace's latest salvo that carries forward the game of one-up-manship that began when UB chairman Vijay Mallya announced, in October 1999, that his company was willing to buy Shaw Wallace's three leading brands -- Royal Challenge, Director's Special and Haywards-for Rs 250 crore.pEarlier in December 1999, in response to the UB overture, Shaw Wallace had initiated a PoP campaign titled `India's Most Wanted,' which was rolled out at the company's 40,000 retail outlets. The latest commercial is part of the same series and plays on the same theme.

Set in a party scene, the two-second commercial features voices from the assembly calling for different brands of drink. A well-dressed man (whose face is not shown) crushes the cigarette butt with his foot and walks up tothe bartender. In an authoritative tone he says: ``I want to buy RC, DSP and Haywards'' and bangs his hand on the counter.

The bartender looks at him with an element of surprise, looks around sheepishly and asks, `Vijay sahib aap bhi?'' the camera pans to the cartons of Royal Challenge and Director's Special flanked by the caption `India's Most Wanted''. A voice in the background re-affirms the message ``India's Most Wanted.''

To be aired from this week over Star News, Aaj Ki Baat and BBC News, the TVC has been conceptualised by Shaw Wallace and scripted and executed by Amirati Puris Lintas.

The UB Group's offer has been made through the Calcutta High Court and is believed to be supported by some of Shaw Wallace's largest creditors. Shaw Wallace has said that its brands are not for sale and that UB Group had no locus standi to bid for the three brands.

Using the platform of the competitor's interest in their brands, Shaw Wallace kicked off a major promotional drive for its principal brands. Thecompany is planning a change in positioning and communication strategy for its best-selling brands which will unfold over the next few weeks.

Shaw Wallace's three brands are in a dominant position: while Royal Challenge, positioned on the platform of `power, passion and glory', has a 70 per cent market share; Directors' Special Whiskey (DSP), SWC's flagship brand in the prestige whiskey segment has attained a growth of 100 percent in a span of five years; Haywards 5000 has recorded sales of around 10 million cases in 1998-99, up from 0.9 million cases in 1993-94.