Magic moments for Saatchi & Saatchi

Radico Khaitan Ltd has assigned to Saatchi & Saatchi the creative duties for Magic Moments vodka. The brand was being handled earlier by Bates David Enterprise

The creative duties for Magic Moments, the vodka brand from Radico Khaitan, have been shifted from Bates David Enterprise to Saatchi & Saatchi Delhi. Bates David and Saatchi & Saatchi were the only two agencies that participated in the pitch called in November 2007. The pitch process concluded towards the end of December.

Bates David Enterprise, the incumbent agency, had been working on the account ever since its launch in 2005. Keen on bringing in fresh ideas in its future communication, Radico Khaitan decided to call a pitch for Magic Moments. Bates David Enterprise will continue to handle the creative duties for 8 PM, the group’s whisky brand.

Magic Moments

Magic Moments will be unveiled in a completely new look in March. The liquor company is working on refurbishing the brand’s packaging as well. Says Kapil Grover, assistant general manager, marketing, Radico Khaitan, "We are seeking a completely new communication strategy in order to refresh the brand. The idea is to make it look younger and create a desire for it. Earlier, we had given a surreal underwater look and feel to the communication for Magic Moments. This time, we want to build on the same imagery and at the same time move towards a youth oriented target group."

Radico Khaitan has kept aside an advertising budget of Rs 25 crore for Magic Moments. The media mix will mostly comprise television, print and radio. MPG will continue to handle the media duties for Magic Moments.

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