Thinkstr wins Glenfiddich India's creative duties

Glenfiddich, the single malt Scotch whisky brand, has roped in Thinkstr as its creative agency. As part of the mandate, the agency will work on digitally-led through-the-line (TTL) brand activation for the client.

Glenfiddich is a single malt whisky, owned and produced by William Grant & Sons Distillers, an independent family-owned company founded by William Grant in 1887, and still controlled by the fifth generation of the family. The company distils some of the world's leading brands of Scotch whisky, including Glenfiddich, The Balvenie single malt, Grant's, as well as other selected spirits, including Hendrick's Gin, Sailor Jerry, and Tullamore Dew Irish Whiskey.

In January 2016, Satbir Singh, former chief creative officer of FCB Ulka, launched an advertising agency christened 'Thinkstr'. Singh describes his solo venture as "ideas for a digital world". Thinkstr, which created the launch campaign for the government's ambitious Startup India project in its first month, is not a digital agency, but digital will be at the core of its work, while using different mediums as well. The idea is to allow brands to strike a conversation with an audience that is embracing digital.