Top Story

e4m_logo.png

Home >> Account Movement >> Article

Allied Blenders & Distillers opts for Triton’s Metaphor for its Jolly Roger dark rum brand

20-July-2010
Font Size   16
Allied Blenders & Distillers opts for Triton’s Metaphor for its Jolly Roger dark rum brand

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.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video