MAM
Smirnoff gets Bold with Black
MUMBAI: SMIRNOFF, the world’s leading vodka, is set to redefine the vodka category in India with the launch of Smirnoff Black. The all new vodka brings forth the proposition of ‘Tonight’s Bold, Tonight’s Black’, reflecting the product as well as the attitude of the consumers today. Smirnoff Black is the perfect choice for bold occasions and displays its attitude through a premium ‘BLACK’ packaging and bold character of liquid. This is Smirnoff’s most significant launch in the recent years.
With its full-bodied, smooth and distinct taste, it’s a vodka for those bold occasions where you want to do something that is a cut above the ordinary and breaks away from the mundane. Smirnoff Black has been carefully crafted using the award winning Smirnoff No.21 recipe and finished with a slow-flow filtration for a bold cut. This renders a unique smoky & malty note to the liquid that is best enjoyed on-the-rocks. With an international, bold and edgy look, Smirnoff Black is the boldest alternative in the playful world of Smirnoff.
At the launch of Smirnoff Black, Bhavesh Somaya, Marketing & Innovation Director, Diageo India, said, “As a brand, Smirnoff stands for revolutionizing the Vodka category and introducing new experiences to its consumers. Staying true to this philosophy, we are proud to launch Smirnoff Black. This is a bold and unconventional addition to our portfolio, which reaches out to consumers who want to break free from the ordinary on those bold nights. India is one of the first markets to launch this product and we are confident that the consumers will love the experience that Smirnoff Black offers.”
Speaking on the launch, Chris Armes, Innovation Technical Director Asia Pacific, Diageo, said, “Smirnoff Black presents an opportunity to the consumers to experience something that is truly unusual. We have created this unique product for consumers to enjoy a bold, full bodied and sophisticated vodka with surprisingly smoky & malty notes. Since Smirnoff Black is carefully crafted using the award winning recipe of Smirnoff No. 21, the consumers of our classic vodka will love this new addition to our portfolio. The uniqueness of this liquid is best savored in its signature serve, which is straight on-the-rocks, which makes stand apart from any other vodka in the country.”
Smirnoff Black is available in Maharashtra and will be available in Karnataka from September 22, 2014, across all major outlets. With an ABV of 42.8% v/v, it is priced at Rs. 1300 in Maharashtra and Rs. 1240 in Karnataka, for 750ml.
Diageo encourages you to drink responsibly!
Brands
Aviva India appoints Harshit Agrawal as head of marketing
Former Clix Capital marketing head to steer brand strategy and growth
MUMBAI: Aviva India has appointed Harshit Agrawal as head of marketing, bringing on board a seasoned marketer with more than 15 years of experience across financial services, digital agencies and brand strategy.
Agrawal joins the life insurance company after a nearly five-year stint at Clix Capital, where he served as head of marketing. In that role, he led the company’s brand repositioning as an MSME-focused NBFC and oversaw a wide marketing mandate spanning brand strategy, PR, omni-channel platforms, social media, SEO and high-performance media.
During his tenure, Clix Capital saw a strong digital push, including a 200 per cent rise in annual website traffic and a significant reduction in customer acquisition costs. He also played a key role in the firm’s digital transformation initiatives, helping design digital journeys for its personal loan business.
Before Clix Capital, Agrawal was head of marketing at Muthoot Fincorp, where he managed integrated marketing campaigns across the Muthoot Pappachan Group’s financial and non-financial businesses. His work ranged from rolling out a nationwide CRM platform to managing ATL and BTL campaigns, brand ambassador-led advertising and large-scale sponsorships, including those linked to the IPL.
Earlier in his career, Agrawal worked with digital agencies including BC Web Wise and Dentsu Webchutney, where he handled digital strategy and online marketing campaigns for brands such as Hero MotoCorp, SanDisk and Bharti Airtel.
Alongside his corporate career, he also co-founded SRB Automotive, where he has been involved in running one of Central India’s long-standing fuel stations, focusing on customer data analytics and service excellence.
Commenting on the appointment, Aviva India MD and CEO Asit Rath said, “At Aviva, we are on a journey of transformation, building a progressive, customer-first brand that moves beyond conventional marketing. Harshit’s contribution will be instrumental in elevating our marketing capabilities and strengthening our position as a future-ready organisation.”
Sharing his thoughts on the new role, Harshit Agrawal said, “Aviva has always stood out as a progressive organisation, constantly evolving with new innovations and a forward-looking strategy. It inspires me to build on this momentum, moving beyond traditional approaches to create campaigns that resonate with customers, elevate the brand, and reflect Aviva’s shift from protection to prevention. I look forward to shaping an impactful marketing narrative that drives trust, engagement and sustainable growth.”
Agrawal holds an executive management programme certification in sales and marketing leadership from the Indian Institute of Management Lucknow and is also a certified CFA. At Aviva India, he will lead the company’s marketing strategy and brand initiatives as it looks to deepen customer engagement in an increasingly competitive insurance market.
