afaqs!

Eleven Brandworks wins creative duties of Modi Illva's whiskey and vodka brands

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | January 19, 2012
The agency was able to understand the brand philosophy and was therefore able to create the right positioning.

Eleven Brandworks has won the creative duties of liquor company Modi Illva India's portfolio of whiskey brands including Rockford Reserve, as well as its vodka brand, Artic. The agency won the creative duties following a multi-agency pitch.

Eleven Brandworks

The development has been confirmed to afaqs! by a senior official in the company, who says, "The agency was able to understand the brand philosophy and was therefore able to create a right positioning for the brand."

Meanwhile, the company has not appointed a media agency of record. Currently, it works on a project basis with various agencies. However, in the near future, it may call for a media pitch, depending on the number of activities rolled out to promote its brands.

Modi Illva India is a 50:50 joint venture between the Umesh Modi Group and the Italian spirit maker, Illva Saronno. The company plans achieve a turnover of Rs 450 crore in the next five years. To strengthen its portfolio in the Indian liquor market, the company plans to launch more premium brands of its foreign partner, including Disaronno, Tia Maria and Isolabell.

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