"Jack Daniel’s Chooses 22feet as Integrated Creative Agency in India"

Jack Daniel’s Appoints 22feet as Integrated Creative Agency for India

Jack Daniel’s, the renowned Tennessee Whiskey brand, has recently chosen 22feet, a part of Omnicom Advertising India, as its integrated creative agency of record for the Indian market. This decision follows a rigorous selection process involving multiple agencies, with 22feet now responsible for the brand's overall strategy, encompassing digital, social media, packaging, experiential and retail communications. This collaboration marks a pivotal move in enhancing the brand's consumer engagement strategies in India.

The Scope of the Engagement

• The partnership covers the complete Jack Daniel’s product lineup, including Tennessee Whiskey, Flavors, Gentleman Jack, Single Barrel, and any upcoming releases.
• Additionally, 22feet will manage the brand-building efforts for Jack Daniel’s Merchandise, an essential extension aimed at boosting brand loyalty and generating additional revenue through its global licensing initiative.
• By working closely with Jack Daniel’s, 22feet intends to enhance the brand's presence in India by developing culturally relevant communication, content, and design structures to engage consumers effectively across various touchpoints.

The Strategy

Driven by a legacy spanning over 160 years, Jack Daniel’s remains an iconic global brand, with the Indian market emerging as a significant area for growth. The expanding middle class and evolving consumer preferences have fueled a trend towards premiumization within the alcohol beverage sector, presenting new avenues for expansion and innovation.

Key Insights from Industry Leaders

Vinay Joshi

Shikha Davessar

Vinay Joshi, Director - Marketing, Indian Sub Continent and Maldives at Brown-Forman: "We are thrilled to collaborate with the talented 22feet team as we embark on a new phase of expansion in India. This phase demands innovative creativity across all touchpoints, supported by precise local consumer insights to establish a strong presence and relevance with our primary audience - the modern Indian independent spirits, and expand our consumer base for the Jack Daniel’s range."

Shikha Davessar, Managing Partner, 22feet: "Securing this opportunity underscores the depth of expertise that 22feet brings to each project. India is witnessing a significant shift towards premium lifestyle choices, and Jack Daniel’s is well-positioned to lead this narrative. We are eager to merge the brand's rich heritage with local sentiments, creating an authentic brand experience that not only enters but integrates into the Indian market seamlessly."