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John Distilleries appoints Creativeland Asia as creative partner for 3 brands

17-September-2009
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John Distilleries appoints Creativeland Asia as creative partner for 3 brands

John Distilleries Ltd (JDL) has entrusted the advertising duties of three of its alcohol brands with Creativeland Asia. The win comes in the wake of a multi-agency pitch. Creativeland Asia will handle the communication and launch strategies for Salute Vodka, Mont Castle Brandy brands and the advertising of JDL’s existing whisky brand, Original Choice.

Though there was no official confirmation on the size of the business, sources close to the development have pegged the account size to be in the region of Rs 20-25 crore.

Confirming the win, Sajan Raj Kurup, Chairman and Chief Creative Officer, Creativeland Asia, said, “Given the dark market scenario in the country, it’s a challenging and interesting set of brands to handle. JDL’s passion to do something that has never been done before, and their vision for their brands excited us at the outset. Our prior experience of working on some of the top alcohol brands in the world, our understanding of the market and the strength of our ideas helped us seal it with JDL.”

It may be recalled that Creativeland Asia had launched Diageo’s Indian wine portfolio, including brand Nilaya, two years ago. They were also involved in the launch of Guinness Beer and Bailey’s Irish Cream in the country.

John Distilleries Ltd is a group company of Paul John Enterprise. The company’s flagship brand, Original Choice, dominates popularity charts as a preferred choice in whisky, brandy and rum. Positioned as South India’s largest manufacturer in the economy liquor segment, the company has recently forayed into the northern markets of India and as the Group maps its presence across the entire country, plans are also afoot to ensure a similar pattern of growth internationally. The company’s products are already being exported to the Middle East in Sharjah and Oman.

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