Jack Daniel’s names 22feet as integrated creative agency in India

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.