Jagatjit Industries has appointed Rediffusion Y&R to handle the creative and digital mandates of its brand Aristocrat Whisky and its extensions.
The account was won post a multi-agency pitch and will be handled by the agency's Delhi office.
Jagatjit Industries was set up in 1944 in Punjab.
The agency's mandate covers whisky brands Aristocrat Premium, AC Black, AC Neat, AC S EK C and Aristocrat.
Anant Iyer, COO, Jagatjit Industries, Delhi, said, "Rediffusion Y&R was chosen for the creative mandate, as well as brand strategy after a multi-agency pitch. We found their creative most strategic and fresh in media-dark industry like ours. It is an opportunity for them to infuse fresh energy in the brand portfolio and take it to newer heights."
Navonil Chatterjee, CSO, Rediffusion Y&R, said, “We are extremely proud to be associated with this brand which has a rich heritage and legacy. All through this pitch, our proprietary strategic tool, the BAV (Brand Asset Valuator), came in very handy in helping us get a deeper understanding of the category, consumer and brands. The pitch process itself was both rigorous and rewarding, as we had to share our point of view on the entire portfolio. However, the real fun, I guess, will begin now."
Suman Varma, head of operations, Rediffusion Y&R, Delhi, added, “Working on a new category like whisky/liquor is going to be a new experience. The customer engagement in such categories is always very challenging. We do look forward to partnering our client.”