MAM
Jack Daniel’s names 22feet as integrated creative agency in India
Omnicom’s 22feet wins full-funnel mandate to drive brand growth locally
MUMBAI: Jack Daniel’s has appointed 22feet as its integrated creative agency of record for India, following a multi-agency pitch, as the iconic whiskey brand looks to sharpen its connect with Indian consumers.
Part of Omnicom Advertising India, 22feet will handle a broad mandate spanning brand strategy, digital, social media, packaging, experiential and retail communications. The remit also covers the entire Jack Daniel’s portfolio, including Tennessee Whiskey, Flavors, Gentleman Jack and Single Barrel, along with future launches.
The partnership also extends to building Jack Daniel’s merchandise business in India, a key lever for driving brand affinity and unlocking additional revenue streams through licensing.
At its core, the mandate is about making Jack Daniel’s feel more at home in India without losing its global edge. 22feet is expected to craft culturally relevant storytelling and immersive brand experiences aimed at both loyal consumers and new audiences.
Speaking on the partnership, Brown-Forman marketing director Vinay Joshi said, “We are delighted to partner with the exceptionally talented and passionate 22feet team as we enter a new phase of growth in India which requires breakthrough creative at every touchpoint, backed by sharp local consumer insights.”
On the agency side, 22feet managing partner Shikha Davessar said, “India is at an inflection point when it comes to premium lifestyle choices, and Jack Daniel’s is perfectly poised to lead that conversation. We’re excited to bridge the brand’s global heritage with local resonance.”
With India’s premium spirits market expanding and consumer tastes evolving, the collaboration signals Jack Daniel’s intent to deepen its footprint and stay culturally relevant. If executed well, this could be a classic case of a global icon finding its local rhythm.
Brands
HSBC Mutual Fund launches Redhex SIF for specialised investing
SEBI-approved fund offers flexible strategies with Rs 10 lakh minimum entry.
MUMBAI: When markets get complex, investors are increasingly looking for sharper tools and HSBC Mutual Fund is betting on exactly that. The asset manager has introduced RedHex SIF, its dedicated Specialized Investment Fund (SIF) platform in India, aimed at investors seeking more targeted, outcome-driven strategies without stepping outside the familiar mutual fund ecosystem. Structured under SEBI’s regulatory framework, Redhex SIF is designed to offer greater portfolio flexibility than traditional mutual funds while retaining core benefits such as transparency, governance and ease of access. The idea is to bridge the gap between conventional investing and more sophisticated, strategy-led approaches.
The platform comes with a minimum investment threshold of Rs 10 lakh, positioning it squarely for experienced investors, including HNIs and institutional participants. In return, it offers focused investment strategies built around specific themes, enabling more precise portfolio construction.
At its core, the proposition leans on balance flexibility without losing discipline. While investors gain access to differentiated opportunities, the structure maintains a strong emphasis on risk management and portfolio stability, reflecting a growing demand for controlled exposure in volatile markets.
The launch also signals a broader shift in investor expectations. As market cycles become more dynamic, alpha is increasingly tied to adaptability and nuanced strategy rather than broad-based allocation alone. Platforms like Redhex SIF attempt to respond to this shift by offering more tailored solutions within a regulated framework.
For HSBC Mutual Fund, the move expands its product suite while tapping into a segment that is moving beyond vanilla offerings in search of sharper outcomes.
In short, as investing evolves from one-size-fits-all to made-to-measure, Redhex SIF positions itself as a toolkit for those looking to play the market with a bit more precision and a lot more intent.
