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BW Businessworld

New Beginnings

This new creative platform cuts across cultures and is a simple articulation of living boldly and making the most of every moment. We wanted to fuel our iconic status even further.

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Digital and ecommerce made a mark on most categories as digital adoption accelerated. The alcoholic beverages category in India, that otherwise face several checks in mass marketing in the country, was no exception. Jack Daniel’s, the 154-year-old alcoholic brand from Brown-Forman, also looked at these closely, when it took the historical step in October 2020 to globally relaunch with a new brand communication platform — ‘Make it Count’.

The aim of this platform was to showcase a new way of thinking that celebrates the quintessential Jack Daniel’s consumer.

“This new creative platform cuts across cultures and is a simple articulation of living boldly and making the most of every moment. We wanted to fuel our iconic status even further. And while it is a new campaign per se, it is not that the brand’s philosophy has changed in any manner,” said Vineet Agrawal, Marketing & Commercial Director, India Area, Brown- Forman, explaining how the core of the brand remained true to the original vision of its founder.

Specifically for India, Agrawal’s marketing strategy was to amplify the rebranded proposition across points of sale locations by launching gift packs and integrating the campaign with the festive season. In addition to this, Brown-Forman also looked at digital and social media integrations to bring the campaign to life. The cumulative efforts placing Agrawal among BW India’s Top 50 Marketers 2021.

Newer Avenues

The hypercompetitive category has depended on experiential events to connect with its consumers. As 2020 ceased most physical events, including marketing activation, the category witnessed “a tremendous rise in the in- home occasion”, according to Agrawal. He noted, “We are also seeing many consumers, who used to spend on other luxury items while travelling, using those monies to indulge at home. This kind of experience too has assisted the category.”

Another area that moved for alcoholic beverages in the year was ecommerce. “Ecommerce is a state subject for the alcohol category in India. Some of the state governments allowed ecommerce in order to observe social distancing at retail points. This also helped. It is still a small number, but we hope that since the consumer tide is moving towards digital and ecommerce, we would see much more action in this space as we move on,” points out Agrawal.

With 13 years of marketing, commercial and leadership experience in consumer products, lifestyle and finance categories, Agrawal has played an instrumental role in building the American whiskey category in India per se.

Commenting on being among India’s top marketing leaders, Agrawal said, “This award for me is testimony to the wonderful team I have at Brown- Forman, and our external partners in the work they put in, which makes me look good. I am thankful to my stake- holders for creating an environment for me to deliver work, which got recognised at this forum. It obviously becomes even more special coming during these pandemic times that tested us in ways we never imagined. My sincere thanks to my Brown-For- man family.”