Leo Burnett has won the mandate for re-launching Khukri Rum, one of Nepal’s rum brands. The brand, which has been around for more than six decades, is ready to reposition itself for a larger audience as well as to create a stronger connect with its existing customer base.
Leo Burnett will be strategic partners to the brand from revamping the brand image to breathing a new life in the consumer base for the brand through innovative communication, including a robust digital strategy. The mandate will be shared by Leo Burnett and Indigo.
Dheeraj Sinha, Managing Director India, Chief Strategy Officer, Leo Burnett South Asia, said, “Khukri is an iconic brand with great lineage and we are very excited to get this opportunity to be a part of the brands growth story. It has potential across geographies to truly grow as a global brand and we are looking forward to creating some great work together.”
Sharad Kr Tibarewala, Managing Director, The Nepal Distilleries Pvt. Ltd., said, "We are looking forward to working with Leo Burnett. For a legacy brand, such as ours, we wanted the best. We have high expectations from team Leo Burnett, in terms of creative and strategic guidance to make Khukri Rum scale great heights and are confident they can do it."
Khukri Rum is a Nepalese oak vatted dark rum launched in 1959. Forming its origin in the Himalayas, it is available in three varieties; Khukri XXX Rum, Coronation Khukri XXX Rum and Khukri Spice Rum from the oldest operating distillery in Nepal, The Nepal Distilleries Private Limited.