Mumbai: Jack Daniel’s Tennessee Whiskey announced that it has appointed BBDO India as its integrated communications agency for the Indian market, following a multi-agency pitch. Energy BBDO Chicago is Jack Daniel’s global agency of record and was the agency behind its global repositioning campaign "Make It Count," which came out in October 2020.
As part of the mandate, BBDO India will be responsible for handling creative strategy and execution for the Indian market and localization of global campaigns, apart from managing social, packaging, retail design, and mainline creative functions in India for Jack Daniel’s.
A true global icon found in more than 170 countries around the world, Jack Daniel’s is the most valuable spirits brand in the world, as recognised by Interbrand. Brown-Forman, the makers of Jack Daniel’s, consider India as a strategic emerging market for the entire Jack Daniel’s family of brands as it continues to strengthen its position as one of the leaders in the premium spirits category in the country.
Speaking on the new partnership, Brown-Forman marketing manager for the Indian subcontinent and Maldives Vinay Joshi said, "We are very excited to partner with BBDO India as our integrated communications agency on Jack Daniel’s for India, which is a very important market for the brand. We are sure BBDO India will add immense value through its energy and creativity and help the brand to build meaningful differences with consumers even more effectively and consolidate its position as the largest selling American whiskey in the country."
BBDO India chief growth officer Nikhil Mahajan added, "We are delighted to be associated with Brown-Forman and are super excited to handle Jack Daniel’s, one of the most iconic brands in the world. The bold and unpretentious values Jack Daniel’s exhibits have always led to great communication over the years, and as the brand treads on the growth path in the India market, we look forward to working with the visionary brand team to create more such iconic pieces of content and strategy."