Following a multi agency pitch, Jim Beam’s mother company, Beam Suntory appointed FoxyMoron to handle the digital marketing for Jim Beam India. The Bourbon whiskey brand has been working to improve their position in the Indian market, especially among the younger urban consumers and aims to use the digital media space to strengthen their presence.
The mandate entails building and strengthening Jim Beam’s digital presence through strategic insights and unique solutions that engage young consumers.
On appointing FoxyMoron, Ankur Bhatia, Marketing Controller, Jim Beam India said, “Although the bourbon whiskey market is still nascent, Jim Beam is witnessing exciting growth in India, given early adoption by new younger consumers. India being one of the biggest markets globally in terms of social media usage and growing digital/mobile penetration, we are excited to partner with FoxyMoron who bring in brilliant expertise and consumer insights in this space.”
Aside from Jim Beam, on the global front, Beam Suntory umbrellas a wide range of other spirits including Makers Mark, Sauza, Teachers and Courvoisier.
“Whiskey is breaking the ‘old man’s drink’ cliché in India and Jim Beam is trying to use that insight and target the urban youth of the country. We presented a fresh perspective that revolves around creating awareness about Bourbon whiskey and promoting the versatility and mixability of the brand. It’s a great brand to work with and will continuously challenge us to innovate and execute unique digital strategies,” said Pratik Gupta, Co-founder and Director, New Business and Innovation, FoxyMoron.
The win is a significant addition to FoxyMoron Gurgaon’s expanding client roster that already includes Viber India, Red FM, Micromax YU, and Muscle Blaze.