The mandate entails building Jim Beam’s digital presence through strategic insights and unique solutions that engage their young urban consumers
BestMediaInfo Bureau | Mumbai | June 11, 2015
Beam Suntory has awarded the digital duties of its bourbon whiskey brand Jim Beam FoxyMoron. The mandate entails building and strengthening Jim Beam’s digital presence through strategic insights and unique solutions that engage their young urban consumers.The account was won following a multi-agency pitch.
On appointing FoxyMoron, Ankur Bhatia, Marketing Controller, Jim Beam India, said, “Although the bourbon whiskey market is still nascent, Jim Beam is witnessing exciting growth in India, given early adoption by new younger consumers. India being one of the biggest markets globally in terms of social media usage and growing digital/ mobile penetration, we are excited to partner with FoxyMoron, who bring in brilliant expertise and consumer insights in this space.”
Commenting on this win, Pratik Gupta, Co-founder and Director, New Business & Innovation, FoxyMoron, said, “Whiskey is breaking the ‘old man’s drink’ cliché in India and Jim Beam is trying to use that insight and target the urban youth of the country. We presented a fresh perspective that revolves around creating awareness about bourbon whiskey and promoting the versatility and mixability of the brand. It’s a great brand to work with and will continuously challenge us to innovate and execute unique digital strategies.”
The win is a significant addition to FoxyMoron Gurgaon’s expanding client roster that already includes Viber India, Red FM, Micromax YU, and Muscle Blaze, among others.