Mumbai: Jack Daniel’s has appointed 22feet, part of Omnicom Advertising India, as its integrated creative agency of record for India following a multi-agency pitch.
The mandate spans brand strategy, digital, social media, packaging, experiential and retail communications, marking a significant step in strengthening the brand’s consumer engagement footprint in the Indian market. It covers the entire Jack Daniel’s portfolio, including Tennessee Whiskey, Flavors, Gentleman Jack, Single Barrel, as well as future launches. Additionally, 22feet will handle the brand-building mandate for Jack Daniel’s Merchandise, a key extension aimed at driving brand affinity and incremental revenue through its global licensing program.
Under the partnership, 22feet will lead Jack Daniel’s route-to-relevance in India by developing culturally resonant communication, content, and design ecosystems across consumer touchpoints. The focus will be on crafting emotionally engaging storytelling and immersive brand experiences that align global brand positioning with local relevance.
With over 160 years of heritage, Jack Daniel’s continues to be a globally iconic brand, with India emerging as a key growth market. The country’s expanding middle class and evolving consumer aspirations are accelerating premiumisation in the alco-beverage segment, creating new opportunities for growth.
“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 – Marketing, Indian Sub Continent and Maldives at Brown-Forman.
Speaking on the win, 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.”
