Leo Burnett Delhi has bagged the creative duties of the entire portfolio of brands of Bacardi Martini India Ltd following a multi-agency pitch. The incumbent on the business is Rediffusion DY&R. Bacardi had recently appointed Madison Media as its AoR.
Bacardi Martini India brands include Bacardi White Rum, Bacardi Dark Rum, Grey Goose Vodka, Bombay Sapphire Gin and Dewar’s Scotch. Leo Burnett will also take forward the rollout of Bacardi Martini’s premium vodka Eristoff. Eristoff is currently in the test market stage in Bangalore and is expected to be rolled out nationally in the coming months.
Commenting on the win, Arvind Sharma, Chairman and CEO, Leo Burnett, said, “It is an awesome portfolio of brands. Any agency team will give an arm and a leg to work on these brands. We are delighted that Bacardi Martini has chosen us as their partners.”
Mahesh Madhvan, the newly appointed CEO of Bacardi Martini India, said, “India is a very important market for Bacardi International. You will see us upscaling our investments in India over the next two years. We are aligning ourselves with a set of partners who can help in our journey to our next horizon.”
“We have aggressive plans to increase our presence in this fast growing market,” confirmed Bipin Narang, the newly appointed Head of Marketing of Bacardi Martini India. “Our focus would be on fuelling our growth in India, while promoting responsible drinking. We chose Leo Burnett based on their appreciation of our challenges and their innovative approach. We wanted to partner someone who could genuinely collaborate with us in meeting our business objectives,” he added.
The win comes close on heels of appointment of Samir Gangahar, who was brought in from JWT to head Leo Burnett’s Delhi operations.
As alcohol advertising is restricted in India, it is learnt that Leo Burnett will be taking the route of surrogate advertising for ATL activities and will be largely concentrating on BTL activities.
Bacardi Martini India Ltd is part of Bacardi Ltd, which is the largest privately held spirits company in the world, and markets a variety of internationally recognised spirits. Bacardi Ltd’s brand portfolio consists of more than 250 brands and labels.
Bacardi Martini appoints Madison Media as its AoR