Mumbai: Radico Khaitan, one of India’s largest IMFL manufacturers and marketers, has appointed BEI Confluence as the AOR for its Media Planning, Buying, Execution and Evaluation.
Radico Khaitan’s brand portfolio includes Magic Moments Vodka, India’s largest selling Vodka brand, 8 PM and recently launched 8 PM Premium Black Whisky, one of the largest Whisky brands in the country, Rampur Single Malt, After Dark, Whytehall, Regal Talons (all whisky brands), 1965, Contessa, Pluton Bay (all Rum brands), Morpheus and Old Admiral Brandy and a host of other well- known brands.
Radico Khaitan has just completed the production of the TVC for Magic Moments featuring top celebrities like Jacqueline Fernandez and Kartik Aryan and that of 8 PM Premium Black Whisky with a leading celebrity as the Brand Ambassador. The Magic Moments Music Studio TVC shot in Budapest is already on air while the 8PM Premium Black Music CDs TVC will be aired shortly.
Mr. Amar Sinha, COO, Radico Khaitan confirmed this news of BEI Confluence being awarded the Radico Khaitan Media AOR and the media account has shifted from Havas Media recently. When asked to comment, Mr. Amar Sinha said “I am pleased to announce that Radico Khaitan has very ambitious media plans and budget this year to promote Magic Moments and 8PM Premium Black Whisky, two of our flagship brands, to enable these brands to consolidate their leadership positions in their respective categories. We have appointed BEI Confluence as our Media AOR as they have the requisite infra-structure, talent and experience in media planning, buying and execution oflarge media budgets for leading FMCG and Consumer Durables brands”.
Mr. Tapas Gupta, Founder & MD, BEI Confluence observed “I am delighted to further consolidate our relationship with a premier and leading organisation like Radico Khaitan through our latest association as their Media AOR partners through our Media SBU. Our Brand Strategy & Creative SBU already handles the creative duties for Radico Khaitan’s leading brands of Whiskies like 8PM & 8 PM Premium Black, After Dark, Whytehall, Regal Talons, Red Russian Vodka, their Rum category comprising 1965, Pluton Bay, Contessa and Old Admiral Brandy”.
Both Mr. Sinha and Mr. Gupta declined to comment on the media budgets for Magic Moments and 8PM Premium Black, but indicated that it’s going to be substantial and would match leading competitive brand spends in their respective categories.