Diageo has appointed Alok Nanda and Company as the creative agency to launch its luxury Single Malt brand, The Singleton in India. There was no multi-agency pitch involved.
Bhavesh Somaya, marketing and innovation director, Diageo, said, “Our vision is to make The Singleton the largest selling Single Malt in the world and we believe that Alok Nanda & Company has the ability to bring this vision to life. We were looking at a creative partner that understands the luxury space and is progressive in their thinking. We’re delighted to be partnering with them to handle our brand communications in India.”
Samarjeet Shimpi, president, Alok Nanda and Company, added, “We’re quite excited about partnering Diageo to launch their Single Malt Whisky – The Singleton, in India. Single Malts may seem like a smaller segment compared to Blended Scotch here, but they are growing rapidly, especially among younger professionals and new money. Our belief is that The Singleton can play a critical role in expanding the market. Given our credentials in the luxury and lifestyle space, we are extremely confident of turning The Singleton into a successful case study.”