Creative agency 22feet, part of Omnicom Advertising India, has won the integrated mandate for Jack Daniel’s India following a multi-agency pitch.
The mandate covers brand strategy, digital, social media, packaging, experiential, and retail communications across the full Jack Daniel’s portfolio — Jack Daniel’s Tennessee Whiskey, Jack Daniel’s Flavors, Gentleman Jack, and Jack Daniel’s Single Barrel — as well as future launches. It also includes the brand-building mandate for Jack Daniel’s Merchandise.
“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,” said Vinay Joshi, Director of Marketing, Indian Sub Continent and Maldives at Brown-Forman.
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.”
