has appointed MPG its AoR (agency of record). The business, which is estimated to be upwards of Rs 15 crore, has moved from Starcom.
As AoR, MPG will handle Radico brands such as 8 PM, Old Admiral, Royal Cambridge and WhyteHall. The recently launched brand, Magic Moments, will also be in its custody.
Rahul Gagerna, marketing head, Radico Khaitan, says, "The agency provided several innovations in the use of media for the brands, and its overall media plan was also very effective."
Radico Khaitan wants surrogate advertising, which will include brand extensions such as launching audio cassettes and CDs in the name of its brands. It plans to tap its audience through television and print (in specific locations), but more specifically, through below the line activities.
Bates David Enterprise is the creative agency on the Radico business. A commercial for Magic Moments was released recently; work on the other brands is in the pipeline.
Radico Khaitan recently entered into a 50:50 joint venture with a leading premium drinks company, Diageo. This business, which comprises two whisky brands, is shared by two creative agencies, Leo Burnett and McCann Erickson.
Radico Khaitan entered the branded liquor segment in 1998. It also has an international division, Radico International, which markets the brands in foreign markets.
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