afaqs!

Bacardi Martini India scouts for creative agency for White Rum

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | September 12, 2011
As part of its global alignment, the spirits company, a popular manufacturer of rum, is looking for a creative partner in India for its flagship brand Bacardi White Rum. The size of the business is said to be about Rs 25-30 crore.

Bacardi Martini India is looking for a creative partner in India as part of its global alignment plan of re-jigging its creative duties. The company is looking for an agency to work on Bacardi White Rum, its flagship brand. The size of the business is said to be around Rs 25-30 crore.

Currently, the WPP promoted Y&R handles the creative duties of the brand internationally, while in India, the brand is handled by Rediffusion-Y&R.

Sources close to the development have confirmed the news to afaqs, saying, "The spirits company has called for a multi-agency pitch. It has invited a select set of agencies and has provided them with the brief for the presentation."

Earlier in 2007, following a multi-agency pitch, Leo Burnett Delhi had bagged the creative duties for the rest of the spirit brands such as Grey Goose Vodka, Bombay Sapphire Gin, Dewar's Scotch and Eristoff, manufactured by Bacardi Martini. The incumbent on the business at that point was Rediffusion-Y&R.

Meanwhile, in the same year, Bacardi had appointed Madison Media as its agency of record (AoR) to handle its media planning and buying duties.

For the record, the Indian liquor market is largely dominated by three players -- United Spirits, Bacardi and Diageo. In India, Bacardi is largely popular in the premium white rum market for Bacardi White Rum, as well as in the ready-to-drink alcoholic beverage market with the popular Bacardi Breezer. Additionally, the company markets other liquor brands like Grey Goose Vodka, apart from Dewar's Scotch that competes against Chivas Regal and Johnny Walker Black Label in the luxury segment of the alcoholic beverages market.

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