The flagship brand of Officer's Choice, belonging to BDA Ltd, has consolidated both its beer and liquor offerings under a single agency - Enterprise Nexus.
RMG David was previously handling the liquor brand while Enterprise Nexus had been working on its recent extension into beer.
Confirming the move to shift its advertising account under one agency, Ms Poonam Chandel, General Manager, Marketing, BDA Ltd, told Business Line, "There is no point in having two agencies as it creates dissonance. We have decided to shift both our beer and liquor brands under one agency.''
At the same time, Officer's Choice Media Buying functions have been assigned to Euro RSCG's media buying division - MPG.
The Officer's Choice account is estimated at Rs 10 crore. Adds Ms Chandel, "Most of our spends will be towards media buying rather than creative advertising and the total outlay for the year is estimated between Rs 6 crore-7 crore.''
Officer's Choice has not been advertising its brand for the past few years but now with Enterprise Nexus been given the account, BDA intends unleashing its biggest media campaign this festival season.
"All this time we have been visible in mainly the Telugu channels, since Andhra Pradesh is our biggest market for our liquor brand. After doing research through IMRB, we believe we are making for the first time the biggest campaign in the liquor industry, which is expected to beat all other campaigns.''
Officer's Choice Whisky sells nearly 4 million cases in the regular whisky segment and is the second largest brand in its category after Bagpiper at 6 million cases. Officer's Choice also exists in the deluxe segment under Officer's Choice Blue and it has also been extended to brandy and rum.
Last year, the brand was stretched to beer in both the mild and strong segments and currently, the beer brand is present only in Maharashtra. There are plans to roll out Officer's Choice beer in the northern markets this year.
The Rs 800-crore BDA Ltd is also looking at the semi-premium and premium whisky segments and intends launching new brands.
Besides, it is also eyeing the vodka segment and intends bringing out a vodka brand, which will be pitted against the regular vodka brands such as Romanov and White Mischief.
Adds Ms Chandel, "We believe it is easier to create new brands than having brand extensions. Most of the time, the extensions do not work and end up having a negative rub off on the parent brand.''