FoxyMoron has bagged the digital mandate for Beam Suntory’s bourbon whiskey brand, Jim Beam. The account was won following a multi-agency pitch.
As part of the mandate, FoxyMoron will help with building and strengthening Jim Beam’s digital presence engaging young urban consumers.
Ankur Bhatia, marketing controller, Jim Beam India, said, “Although the Bourbon whiskey market is still nascent, Jim Beam is witnessing exciting growth in India, given early adoption by new younger consumers. India being one of the biggest markets globally in terms of social media usage and growing digital/mobile penetration, we are excited to partner with Foxymoron who bring in brilliant expertise and consumer insights in this space.”
Pratik Gupta, co-founder and director, new business and Innovation, FoxyMoron, said, “Whiskey is breaking the ‘old man’s drink’ cliché in India and Jim Beam is trying to use that insight and target the urban youth of the country. We presented a fresh perspective that revolves around creating awareness about Bourbon whiskey and promoting the versatility and mix-ability of the brand. It’s a great brand to work with and will continuously challenge us to innovate and execute unique digital strategies.”
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