Mumbai: Bei Confluence is pleased to announce that it has won some of the key brands in the portfolio of RadicoKhaitan account recently. The agency has been mandated to handle the strategic and creative portfolio of RadicoKhaitan’s Whisky, Rum, Brandy and Country Liquor brands. These comprise 8PM, After Dark, Whytehall, Regal Talons (all Whisky), Contessa Rum, Pluton Bay Rum, Old Admiral Brandy, a number of Country Liquor brands.
Mr. Amar Sinha, CEO Radico Khaitan said, “BEI Confluence in the pitch displayed a lot of passion and their presentation demonstrated their depth of thinking in brand research, strategy, insightful creative ideas and strong Digital communication. Radico Khaitan believes in building robust brands and many of which are leaders in their respective categories. By partnering with BEI Confluence, which is a strong mid-sized full service agency with a good FMCG experience, we now have two strong creative agencies between BEI confluence and ADK Fortune communications ( A J. Walter Thompson Group Company ) to support the range of Radico products and therefore we hope to consolidate our position as a strong Indian liquor conglomerate.
Tapas Gupta, Founder & MD of BEI Confluence, in a press release said “We are delighted to have the opportunity to partner Radico Khaitan brands in a cut-throat competitive environment dominated by MNC brands particularly in the whisky segment. Radico Khaitan brands comes to us at a time when BEI Confluence is celebrating its 20 years of operations. In BEI Confluence we have traditionally specialised in handling FMCG brands and Radico Khaitan’s brands would be a set of new jewels on our crown”.
Earlier this year, BEI Confluence won the mandate of Harvest Gold , leader in the bread category in the NCR region and Groupe Bimbo products in India after a keenly contested multi- Agency Pitch. Harvest Gold plans to introduce a new range of bakery products like cakes and premium breads from the stable of the Global giant Groupe Bimbo.
The agencies account win this year also includes scar and stretch mark solution brand Mederma and mosquito repellent brand Jungle Formula.
