Home >> Advertising >> Article

Bacardi takes the digital route for ‘Bacardi Together’

10-June-2011
Font Size   16
Bacardi takes the digital route for ‘Bacardi Together’

Bacardi, the white rum brand has upped its digital budget by 35 per cent in India, as it unveiled ‘Bacardi Together’, a digital and on-ground campaign, yesterday.

While the campaign hopes to address the growing concerns of friends and families spending less together, it also hopes to communicate the legal age of drinking, aggressively. The brand plans to promote the campaign across mediums with digital being the dominant media. The creative agency of the brand is Young and Rubicam while the media agency is Madison Media.

In a consumer engagement and co-creation initiative, Bacardi put up a base track created by musician Randolph Correira online and invited the consumers to add to the track.

Bacardi got more than 200 clips to be added to the song. According to Arvind Krishnan, Director, Marketing, Bacardi India, ten clips were shortlisted, and eventually, Correira used three clips for the final ‘Bacardi Anthem’. At the ground level, drummer Shivmani engaged with the consumers in Delhi, Bangalore and Pune.

As a part of the campaign, Bacardi is planning ‘Together Mix’ events across the country, where consumers can make their own playlist and ask musicians to play their tracks. “Bacardi will be a platform for them to connect and interact with each other,” said Krishnan. The brand hopes to reach out to more than twenty Tier-II and Tier-III cities through these events.

As it hopes to encourage musicians, and bring artistes together through the campaign, metros get a chance of exposure to international music, brought in my international musicians.

Meanwhile, Bacardi has given a facelift to its branding too, with the bat, its logo spreading its wings wider and looking ahead optimistically and with pride. The new logo gives a liberated and more dynamic spirited outlook.

The fonts used for Bacardi have also undergone a change. The word ‘Bacardi’ now has a grave accent at the end, highlighting the Bacardi family name and the human behind the brand.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE

Open Magazine has terminated the services of Karl Mistry, General Manager (West) and issued a show-cause notice to associate publisher Pankaj Jayaswal. Both of them featured in the Cobrapost sting.

The ‘Effortless Style Gets Sportier!’ campaign focusses on the evolution of the existing communication of the product- ‘Effortlessly Stylish’ and fortifies it with the addition of a new flavor – ‘spor...

For the launch of its latest range of Beard Care essentials, Bombay Shaving Company has collaborated with Jam8 studio, a brainchild of esteemed music producer, Pritam Chakraborty.