Rediffusion Y&R wins Jagatjit Industries' Aristocrat Whisky portfolio

The agency won the account in a multi-agency pitch and will handle both the creative and digital mandate

BestMedianfo Bureau | Delhi | November 7, 2016

Rediffusion Y&R has won the creative and digital mandate of Jagatjit Industries' Aristocrat Whisky portfolio in a multi-agency pitch and will be handled out of the Rediffusion Y&R's Delhi office.

Set up in 1944 in the erstwhile State of Kapurthala in Punjab under the patronage of its Maharaja, HE Sardar Jagatjit Singh, Jagatjit Industries Ltd (JIL) was amongst the first to manufacture an Indian liquor brand in the country. Today, it is one of the largest IMFL producers in the country, manufacturing the entire range of superior quality alcoholic beverages – Scotch, whisky, rum, brandy, vodka and gin.

Along with its state of the art manufacturing facilities, JIL has the largest integrated distilleries manufacturing potable alcohol in Asia.

Rediffusion Y&R's mandate comprises the Aristocrat Whisky brands, namely, Aristocrat Premium Whisky, AC Black Whisky, AC Neat Whisky, AC S EK C Whisky, Aristocrat Whisky.

Anant Iyer, COO, Jagatjit Industries, said, “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 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, Rediffusion Y&R, commented, “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, added, “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.”

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