#e4mExclusive:  Pernod Ricard India calls creative agency pitch

Pernod Ricard India, one of the country's largest alco-bev companies, has initiated a review of its creative advertising mandate, according to multiple industry executives familiar with the matter. 

The company has invited agencies to participate in a competitive pitch process as it looks to strengthen its brand communications portfolio amid evolving consumer trends and intensifying competition in the premium spirits segment.

The incumbent creative responsibilities are currently shared between Ogilvy and FCB India (now part of Omnicom Advertising India), both of which have handled key assignments across Pernod Ricard India's portfolio over the years.

Sources indicated that the ongoing review is expected to encompass strategic and creative responsibilities for several brands within the company's portfolio, although the exact scope of the mandate could not be independently verified.

Neither Pernod Ricard India, Ogilvy nor OAI responded to e4m's queries till the time of publication.

Recently, Pernod Ricard India also initiated its media agency pitch.

Read e4m report on Pernod Ricard initiating media agency review

The move comes at a time when Pernod Ricard India is sharpening its focus on premiumisation, digital engagement and consumer experience-led marketing. The company has been investing in building stronger brand equity across categories including whisky, vodka, gin and wine, while navigating India's complex regulatory environment governing alcohol advertising.

Industry executives said the pitch process has attracted interest from leading network agencies as well as independent creative shops, given the scale and prestige associated with the Pernod Ricard business. The account is considered one of the most sought-after mandates in the alco-bev sector, owing to the company's extensive portfolio and significant marketing investments.

"Pernod Ricard has consistently been among the more progressive marketers in the category when it comes to storytelling, surrogate communication and consumer engagement. Any review of its creative business is likely to generate substantial interest from the agency community," said a senior agency executive who requested anonymity.

Over the years, Pernod Ricard India has worked with multiple agency partners on brand-building initiatives, integrated campaigns and digital-first communication strategies. The company's flagship brands have frequently featured in high-profile campaigns spanning music, culture, sports and experiential marketing.

The timing of the review reflects broader shifts underway in the marketing ecosystem, where advertisers are increasingly seeking integrated solutions that combine creativity, data, commerce and content capabilities. Many large marketers have also been reassessing agency structures to improve efficiency, streamline decision-making and ensure greater consistency across consumer touchpoints.

India remains one of Pernod Ricard's most strategically important markets globally. The company has continued to expand its presence in the premium and prestige spirits segments, supported by changing consumer preferences and growing demand for premium offerings in urban centres.

The development follows a series of agency reviews across categories as major advertisers reassess marketing partnerships in response to changing media consumption patterns, the growing influence of digital platforms and increasing pressure to deliver measurable business outcomes through brand investments.