22feet, part of Omnicom Advertising India, has been named the integrated creative agency on record (AOR) for Jack Daniel’s India following a multi-agency pitch process.
The mandate, which spans brand strategy, digital, social media, packaging, experiential and retail communications, covers the full Jack Daniel’s portfolio: Jack Daniel’s Tennessee Whiskey, Jack Daniel’s Flavors, Gentleman Jack, Jack Daniel’s Single Barrel as well as new launches in the future.
It also includes the brand building mandate for the brand extension - Jack Daniel’s Merchandise, which plays a critical role in driving brand affinity and acts as an incremental revenue stream to replicate the globally successful Jack Daniel’s Licensing Programme.
22feet will lead Jack Daniel’s route-to-relevance in India by shaping a bold, culturally attuned communication, content and design ecosystem across consumer touchpoints. The mandate will focus on crafting emotionally compelling storytelling and immersive brand experiences that bring the brand’s global positioning to life in a locally relevant manner.
“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,” shared Vinay Joshi, director - marketing, Indian Sub-Continent and Maldives at Brown- Forman - the makers of Jack Daniel’s.
Speaking on the new partnership, Shikha Davessar, managing partner, 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.”
