THE AGE OF CHIVALRY

       When speaking of the age of chivalry, you may think of a knight in shining amour riding his horse, flashing his sword in the medieval battlefield. The revered values of honour, gallantry, brotherhood and freedom have, nonetheless, become the desired virtues of modern day. The truly global brand Scotch whisky, Chivas Regal revives the courteous qualities of knighthood in its latest global campaign Live With Chivalry.
       Following the much-talked-of campaign, This Is the Chivas Life, the new Live With Chivalry elevates the values of life by encouraging people around the globe to live life with the four noble principles of honour, gallantry, brotherhood and freedom.
       "In an age of individualism and materialism, we may be living in a fast pace and may have overlooked the thoughtful details in life such as sharing, keeping a promise or valuing friendship," Suwapak Kalayanasant, Marketing Manager of Pernod Ricard Thailand, illustrates. "Live With Chivalry is thus the concept of life relived by Chivas to inspire people of today to live the sustainable qualities: To Honour, To Gallantry, To Brotherhood and To Freedom."
       Fitting perfectly with the noble heritage Chivas Regal, the launch of Live With Chivalry indicates this campaign is well timed according to research published that global concern regarding the erosion of values is high and the overwhelming feedback is that friendship, loyalty, honour and intelligence are prized within societies around the world. The survey conducted in August 2008 by BrainJuicer, one of the world's leading research companies, reveals the illuminating results that the values of chivalry are hugely relevant to the way people live today and is something that they would like to see more of.
       71% of people in this global survey agree with Chivas Regal, believing they would have a far better quality of life if people around them chose to live by these values, while 95% of all men and women surveyed further said they found chivalrous qualities attractive in the opposite sex.
       In Thailand, the new rules of modern life are interpreted into various media including provocative ambience media at Bangkok's lifestyle hotspots, J-Avenue Thonglor, Major Ratchayothin, aimed to provoke the thoughts and reignite the chivalry in you.
       www.Chivalry Thailand.com is also created as an interactive platform for everyone to share and exchange their views on Live With Chivalry, whereas selected local icons express their bespoke philosophies of life, and enthralling activities are offered for clientele.
       "Live With Chivalry is therefore about staying true to your word and standing up for what you believe in no matter what. The movement aims to inspire both men and women to seek a higher level of fulfillment that comes from a balance between inner and outer values. It is our inspiration to seek a higher level of fulfillment," Suwapak concludes.
       Join the chivalrous movement at www.Chivalry Thailand.com.