MUMBAI: Jagatjit Industries has handed the creative and digital mandate of its Aristocrat Whisky portfolio to Rediffusion Y&R’s Delhi office, following a multi-agency pitch.

Rediffusion Y&R’s mandate comprises of the Aristocrat Whisky brands, namely Aristocrat Premium Whisky, AC Black Whisky, AC Neat Whisky, AC S EK C Whisky, Aristocrat Whisky.

Jagatjit Delhi COO Anant Iyer shared, “Rediffusion Y&R was chosen for the creative mandate, as well as brand strategy. We found their creative most strategic and fresh in media dark industry like ours. It is an opportunity for them to infuse fresh energy in the brand portfolio and take it to newer heights."

Rediffusion Y&R CSO Navonil Chatterjee said, “We are proud to be associated with this brand which has a rich heritage and legacy. All through this pitch, our proprietary strategic tool, the BAV (Brand Asset Valuator), came in very handy in helping us get a deeper understanding of the category, consumer and brands."