Jack Daniel’s has appointed 22feet, part of Omnicom Advertising India, as its creative agency of record for India following a multi-agency pitch process. The integrated mandate includes brand strategy, digital, social media, packaging, experiential and retail communications.
The mandate covers the full Jack Daniel’s portfolio, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s Flavors, Gentleman Jack, Jack Daniel’s Single Barrel and upcoming launches. It also includes brand building for Jack Daniel’s Merchandise, aimed at driving brand affinity and supporting the brand’s licensing programme.
22feet will lead Jack Daniel’s communication and design strategy in India, focusing on building a locally relevant content and brand ecosystem across consumer touchpoints. The partnership aims to develop storytelling and brand experiences aligned with the brand’s global positioning while adapting to local market preferences.
Vinay Joshi, Director – Marketing, Indian Sub Continent and Maldives at Brown-Forman, said, “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.”
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.”
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