Chateau Indage Ltd, the leading player in the Asian wine market, has appointed the creative agency Saatchi & Saatchi India to launch its advertising and marketing campaign.
Chateau Indage will spend about Rs 12 crore on marketing and advertising this year.
Saatchi & Saatchi will launch thecampaign in the months to come and has already started work on the ad account.
Chateau Indage's Managing Director, Mr Ranjit Chougule, said, "Though wine comes under FDA regulations, it is still looked upon as liquor among the masses and policy makers. The company is going aggressive this year and the market will see changes in the perception of the targeted audience."
Currently, Chateau Indage has more than 32 leading brands under its umbrella with a reach in more than 60 countries.
Going by Chateau's brief, the challenge for Saatchi & Saatchi will be to project wine drinking as an art and a part of lifestyle, at the same time keeping in mind the thin line between surrogate and aggressive brand positioning.