India – Jack Daniel’s has appointed 22feet as its integrated creative agency of record in India, following a multi-agency pitch.
The mandate covers brand strategy, digital, social media, packaging, experiential and retail communications, and spans the full Jack Daniel’s portfolio, including Tennessee Whiskey, Flavours, Gentleman Jack and Single Barrel, as well as future launches. It also includes brand-building responsibilities for Jack Daniel’s merchandise, which is positioned as an additional revenue stream aligned with the brand’s global licensing programme.
22feet will be responsible for developing communication, content, and design across consumer touchpoints, with a focus on local relevance in the Indian market. The remit also includes creating storytelling and brand experiences to strengthen engagement with existing consumers while attracting new audiences.
“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 of Marketing for the Indian subcontinent and Maldives at Brown-Forman.
Shikha Davessar, Managing Partner at 22feet, added, “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.”
India is identified as a key growth market for the brand, supported by a growing middle class and increasing premiumisation within the alcoholic beverages sector.
