Mumbai: Tilaknagar Industries has appointed Tonic Worldwide as the Digital Agency of Record (AOR) for its luxury segment offering—Monarch Legacy Edition Brandy. This strategic partnership marks a significant step for Tilaknagar as it seeks to strengthen Monarch’s digital presence and establish it as a benchmark in India’s premium brandy segment.
Tonic Worldwide will spearhead digital strategy and storytelling efforts aimed at building dominant awareness and crafting a distinctive, sophisticated narrative for Monarch Legacy Edition. The focus will be on engaging consumers through immersive digital experiences that reflect the brand’s heritage, craftsmanship, and luxury positioning.
Tilaknagar Industries, a name synonymous with excellence in India’s alcoholic beverage sector, boasts a legacy of over 90 years. Its diverse portfolio includes category-leading brandy brands such as Mansion House and Courrier Napoleon, as well as offerings in whisky, rum, and gin like Mansion House Whisky, Madiraa Rum, and Blue Lagoon Gin. The launch of Monarch Legacy Edition represents the company’s entry into the luxury spirits space.
Commenting on the appointment, Ahmed Rahimtoola, Chief Marketing Officer, Tilaknagar Industries Ltd., said, “We’re thrilled to welcome Tonic Worldwide as our digital agency for Monarch Legacy Edition, our first luxury offering. As we introduce a brandy that blends heritage with modern elegance, we needed a partner who could truly capture that spirit in the digital space. Tonic’s deep understanding of consumer behaviour, creative agility, and proven track record in building premium brand narratives made them the ideal choice. We’re excited to collaborate with them to craft a distinct and compelling digital presence for Monarch, one that reflects its sophistication and royal character.”
Sudish Balan, Co-Founder & Chief Creative Officer, Tonic Worldwide, added, “Tonic Worldwide is excited about the opportunity to be the strategic digital partner to accelerate growth, positioning, and consumer engagement for Tilaknagar Industries’ Monarch Legacy Edition – a luxury brandy aiming for national and international recognition. We look forward to crafting compelling narratives that highlight Monarch’s unique craftsmanship and French-Indian heritage, while building the roadmap to realize their vision of leading the Indian luxury spirits market and gaining global acclaim.”
The account will be managed from Tonic Worldwide’s Mumbai office. This collaboration is poised to redefine the digital storytelling landscape for luxury spirits in India.
