Jagatjit Industries Limited which claims to be one of the largest Indian-made foreign liquor (IMFL) producers in the country, and manufactures the entire range of superior quality alcoholic beverages - scotch, whisky, rum, brandy, vodka and gin, has assigned the creative and digital duties of its Aristocrat Whisky portfolio to Rediffusion-Y&R.
The account has been won following a multi-agency pitch, and the agency's Delhi office will work on it.
Commenting on the development, Anant Iyer, chief operating officer (COO), Jagatjit Industries Limited, Delhi says, "Rediffusion-Y&R was chosen for the creative mandate, as well as brand strategy after a multi-agency pitch. We found their creative most strategic and fresh in a media-dark industry like ours. It is an opportunity for them to infuse fresh energy in the brand portfolio and take it to newer heights."
Navonil Chatterjee, chief strategy officer (CSO), Rediffusion-Y&R adds, "We are extremely proud to be associated with this brand which has a rich heritage and legacy. All through this pitch, our proprietary strategic tool, the BAV (Brand Asset Valuator), came in very handy in helping us get a deeper understanding of the category, consumer and brands. The pitch process itself was both rigorous and rewarding, as we had to share our point of view on the entire portfolio. However, the real fun, I guess, will begin now."
Suman Varma, head of operations, Rediffusion -Y&R, Delhi opines, "Working on a new category like whiskey/ liquor is going to be a new experience. The customer engagement in such categories is always very challenging. We do look forward to partnering our client."
Set up in 1944 in the erstwhile state of Kapurthala in Punjab under the patronage of its Maharaja, H.E Sardar Jagatjit Singh, Jagatjit Industries Limited was amongst the first to manufacture an Indian liquor brand in the country.
Rediffusion-Y&R's mandate comprises of the following Aristocrat Whisky brands, namely Aristocrat Premium Whisky, AC Black Whisky, AC Neat Whisky, AC S EK C Whisky, and Aristocrat Whisky.