Tilaknagar Industries has appointed Tonic Worldwide as the Digital Agency of Record (AOR) for its luxury brandy, Monarch Legacy Edition. With this mandate, Tonic Worldwide has taken on the responsibility of building awareness and crafting a premium digital narrative for the brand.
Monarch Legacy Edition marks Tilaknagar’s foray into the luxury spirits segment. The company, with a legacy of over 90 years in the Indian alcobev industry, has already made its mark with brands like Mansion House Brandy, Courrier Napoleon, Mansion House Whisky, Madiraa Rum, and Blue Lagoon Gin. The new luxury variant aims to blend heritage with modern elegance, appealing to a premium consumer base.
Tonic Worldwide has been tasked with shaping Monarch Legacy Edition’s digital identity and consumer engagement strategy. The account will be managed out of the agency’s Mumbai office.
“We’re thrilled to welcome Tonic Worldwide as our digital agency for Monarch Legacy Edition, our first luxury offering. As we introduce a brandy that blends heritage with modern elegance, we needed a partner who could truly capture that spirit in the digital space. Tonic’s deep understanding of consumer behaviour, creative agility, and proven track record in building premium brand narratives made them the ideal choice. We’re excited to collaborate with them to craft a distinct and compelling digital presence for Monarch, one that reflects its sophistication and royal character,” said Ahmed Rahimtoola, Chief Marketing Officer, Tilaknagar Industries Ltd.
Sudish Balan, Co-Founder & Chief Creative Officer, Tonic Worldwide, added, “Tonic Worldwide is excited about the opportunity to be the strategic digital partner to accelerate growth, positioning, and consumer engagement for Tilaknagar Industries’ Monarch Legacy Edition – a luxury brandy aiming for national and international recognition.
We look forward to crafting compelling narratives that highlight Monarch’s unique craftsmanship and French-Indian heritage, while building the roadmap to realize their vision of leading the Indian luxury spirits market and gaining global acclaim.”
