Jack Daniel’s has appointed 22feet, part of Omnicom Advertising India, as its integrated creative agency of record for India following a multi-agency pitch process. The mandate has included brand strategy, digital, social media, packaging, experiential and retail communications.
The mandate has covered the full Jack Daniel’s portfolio, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s Flavors, Gentleman Jack, Jack Daniel’s Single Barrel, as well as future launches. It has also included the brand-building mandate for Jack Daniel’s Merchandise.
22feet has taken on the responsibility of shaping the brand’s communication, content and design ecosystem across consumer touchpoints in India. The partnership has focused on strengthening brand engagement and expanding the brand’s presence in the market.
India has emerged as a key growth market for the brand, driven by premiumisation trends and evolving consumer preferences in the alco-bev segment.
“We are delighted to partner with the exceptionally talented and passionate 22feet team as we enter a new phase of growth in India which requires breakthrough creative at every touchpoint, backed by sharp local consumer insights, to build strong salience and relevance with our core audience – new age Indian independent spirits and expand our consumer franchise for Jack Daniel’s portfolio,” said Vinay Joshi, Director – Marketing, Indian Sub Continent and Maldives at Brown-Forman.
“Winning this mandate is a reflection of the depth of thinking 22feet brings to every brief. India is at an inflection point when it comes to premium lifestyle choices, and Jack Daniel’s is perfectly poised to lead that conversation. We’re excited to bridge the brand’s global heritage with local resonance and create a brand experience that doesn’t just enter the Indian market but earns its place in it,” said Shikha Davessar, Managing Partner, 22feet.
