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
Mother Dairy unveils 30 plus products for summer portfolio push
Ice creams, regional dairy and high-protein range drive 30 per cent growth plans
MUMBAI: If summer had a flavour, Mother Dairy is making sure it comes in at least 30. As temperatures climb, Mother Dairy is turning up the chill with an expansive product blitz, announcing a pipeline of over 30 new offerings across its value-added dairy portfolio. Rolled out in phases through the season, the line-up spans indulgence, health, convenience and regional tastes, an attempt to meet India’s increasingly diverse consumption patterns head-on.
Ice creams take centre stage, accounting for around 20 of the new launches. The brand is introducing formats such as a Two-in-One Matka and Tub, alongside a premium ‘Crafted’ range and flavours like Cream Cheese Pistachio Cone and Kulfi Cassata. There is also a clear nod to calorie-conscious consumers, with the debut of a ‘Go-Low’ range featuring variants such as Choco Almond, Shahi Mewa and Kesar Pista Tilla Kulfi.
Beyond indulgence, the company is sharpening its regional play. Products like Jamun Yoghurt and Bhuna Jeera Raita aim to tap into local flavour preferences, while Shrikhand offered in three variants targets western markets. For northern consumers, Meethi Dahi joins the mix, reinforcing a localisation strategy that goes beyond one-size-fits-all offerings.
Convenience is another key lever. Mother Dairy is expanding its UHT milk portfolio with Cow Milk and Standardised Milk in markets such as Jammu and Kashmir, catering to demand for longer shelf-life products without compromising accessibility.
On the nutrition front, the brand is doubling down on protein. Its ‘Pro’ range is being strengthened with Procurd and Propaneer high-protein curd and paneer variants positioning itself within the growing health-conscious segment while retaining its core taste proposition.
The scale of the rollout signals more than just seasonal experimentation. With expectations of over 30 per cent growth across key categories, the company is betting on innovation as a primary growth engine, supported by a mix of traditional and new-age distribution channels.
Marketing, too, is set to match the ambition. High-impact campaigns across ice creams and flavoured milk are in the pipeline, aimed particularly at younger consumers and designed to amplify summer consumption moments.
In a market where heat often dictates demand, Mother Dairy is not just responding to the season, it is trying to own it, one scoop, sip and spoonful at a time.
