Close on the heels of pocketing German vodka brand Wodka Gorbatschow, Metaphor, the second agency from Triton Communications, has won another liquor brand. Allied Blenders & Distillers Pvt Ltd (ABD) has appointed Metaphor to handle the creative duties of its recently launched dark rum brand Jolly Roger in India. The account size has been pegged at Rs 10 crore. TME is the media agency.
Roopak Chaturvedi, Director, Sales and Marketing, ABD, said, “We recently launched Jolly Roger dark rum in Assam, West Bengal and Orissa as a precursor to an all India launch. The reason for launching in these states is that dark rum growth is coming from Eastern India. We have appointed Triton’s Metaphor to handle the creative duties of Jolly Roger. We will be using local radio, OOH and BTL activities.”
Chaturvedi further said, “We are using heavy BTL activities around retail shops. We are doing activities with a Jamaican feel, wherein we are hiring a Jamaican band that will be creating music for the Jamaican rum. We have recently commenced OOH activities in West Bengal, especially Kolkata. We are commencing our OOH activities in Assam and Orissa from July 20, 2010. We are also putting up glow signs. In September, we are planning to organise Jamaican concerts as well. We are planning to launch this rum in Maharashtra, Andhra Pradesh and Punjab over the next seven months.”
He added that the future plans of ABD involved a makeover of its portfolio of new brands. “In the next one year, we will be launching three brands. We had a good 30 per cent growth in the last three years,” Chaturvedi said.