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RC claims to be among the most visible brands in the Indian alcoholic
beverage industry and accounts for 65 per cent of the premium whisky
segment. The re-energised and focussed marketing support has seen
a double-digit growth for the brand in the current financial year.
RC is poised to become the first premium whisky brand to touch one
million case sales mark by the end of the financial year.
An official release informs that the activities being woven around
the brand embody RC’s new defined attributes. These activities span
an association with corporate golf, sponsorship of strategy summits
with management gurus and hard-hitting debates on current management
issues under the title Crossfire.
Brand image, highlighted through association with relevant events
and sponsorships, has been identified as the most important factor
in fuelling consumers’ demand by Shaw Wallace.
Speaking on the continued association of RC with golf over the
years, Shaw Wallace president Akma Shamsuddin added, “The decision
maker is getting younger. Golf, too, is getting younger by the day.
And so is our brand Royal Challenge. Royal Challenge for instance
was previously positioned as a brand for those who have already
arrived. But now, much like the sport itself, it is meant for upcoming
executives, business people and young professionals aspiring to
be business leaders of tomorrow.”
The new communication exercise centres around golf and presents
the RC man as a focussed and confident young person who does not
lose sight of his targets.
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