Pernod Ricard appoints Initiative as media agency partner for India & APAC

Mandate spans nine markets- India, China, Hong Kong, Japan, Taiwan, Australia, New Zealand, Singapore and South Korea

by e4m Staff
Published: Nov 10, 2026 3:25 PM | 2 min read

Pernod Ricard India has appointed Initiative, an Omnicom Media agency, as its new media agency partner for nine key markets in India and the Asia-Pacific region, effective January 1, 2027.
Initiative replaces Wavemaker, which had been a partner for over 20 years, recognized for its contributions to significant campaigns and brand activations.
The new mandate includes responsibilities for media planning and buying, consumer insights, performance measurement, and strategic collaborations, with an initial duration of two years and a potential one-year extension.
Pernod Ricard's CMO, Debasree Dasgupta, and Initiative's APAC Brand President, Rochelle Chhaya, expressed enthusiasm for the partnership, emphasizing a focus on consumer understanding, cultural intelligence, and innovative media solutions.

Pernod Ricard Indian Limited, one of the leading alcoholic beverages companies in India, today announced the appointment of Initiative, an Omnicom Media agency, as its media agency partner across nine key markets in the India & Asia-Pacific (APAC) region, following a competitive review of its media mandate. Initiative takes over from Wavemaker a valued partner of Pernod Ricard for over two decades in India and Singapore. This association has been marked by marquee campaigns, brand activations and consumer engagement platforms, including Royal Stag Boombox and Xclamat!on’s India record campaign. Pernod Ricard extends its sincere appreciation to Wavemaker for its creativity, commitment and invaluable contributions to the company’s journey over the years.

Effective January 1, 2027, Initiative will assume responsibility for Pernod Ricard India's media mandate, encompassing media planning and buying, consumer and market insights, reporting and performance measurement, competitive analysis, thought leadership, and strategic collaborations and partnerships. The engagement will combine regional capabilities with local market expertise to drive media effectiveness. The mandate has been awarded for an initial period of two years, with an option to extend by an additional year, on the discretion of Pernod Ricard.

Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, said, " I am delighted to welcome Initiative as our new media partner. We are at an exciting inflection point where consumer aspirations are evolving, cultural influences are becoming more powerful and premiumisation is creating new opportunities across the category. For us, the ambition is not simply to reach more consumers, but to build brands that resonate more with people and the culture they live in. We see this partnership as an opportunity to bring together sharper consumer understanding, cultural intelligence and media innovation to create enduring brand relevance and impact."

Rochelle Chhaya, Initiative APAC Brand President, said, "We are incredibly proud and excited to partner with Pernod Ricard across APAC. With an iconic portfolio and a strong legacy of brand-building, Pernod Ricard offers a unique opportunity to push the boundaries of what media can deliver. Our ambition is to combine deep consumer intelligence, bold strategic thinking and the power of data and technology to unlock new possibilities for its brands. We look forward to building a partnership that goes beyond conventional media solutions to create meaningful cultural connections, deliver exceptional brand experiences and set new benchmarks for media effectiveness."