Metaphor, the second agency from Triton Communications, has won the creative duties for German vodka brand Wodka Gorbatschow in India. The brand is part of Allied Blenders & Distillers’ (ABD India) portfolio. The win comes on the back of a multi-agency pitch.
Roopak Chaturvedi, Director – Sales and Marketing, ABD India, has confirmed the development to exchange4media and said, “The account size is pegged at Rs 15 crore for a year.”
Alok Nanda & Company Communications Pvt Ltd was the incumbent agency. TME is the media agency for the ABD Group.
Chaturvedi further said, “We have launched Wodka Gorbatschow in India on a pan-India basis. We have a 10 per cent market share and are targeting 150,000 cases by end of this year. We will be rolling out a 360 degree campaign for the brand involving TV, print, OOH, radio and digital. The campaign will be rolled out in four weeks’ time.”
Allied Blenders & Distillers Pvt Ltd is a joint venture between ABD and Henkell & Sohnlein Sektkellereien KG Wiesbaden, Germany. The Wodka Gorbatschow brand was launched in India in June 2008.
It may be noted that Metaphor also handles ABD Group’s other brands such as Officer’s Choice and Jolly Roger Rum.