Mumbai: Indian Made Foreign Liquor (IMFL) manufacturer, Radico Khaitan Ltd (RKL) has awarded their integrated media mandate to Motivator India. Motivator, belonging to Group M set of agencies part of the WPP group, will manage the brand’s traditional and digital media duties including media strategy & planning, media investment, media activation, and content.
The account was won post a comprehensive multi-agency pitch and it will be handled from the agency's Gurugram office.
Speaking on the win, Motivator - managing director, Mausumi Kar said, “We are delighted to partner Radico Khaitan in their journey of creating communication excellence. The category faces a fair share of restrictions in terms of advertising. Developing a consumer-centric approach that helps identify and deliver innovative media solutioning would be key to address these challenges and navigate towards success.”
Radico Khaitan Ltd, chief operating officer, Amar Sinha said, “Our focus is on further strengthening our premium products portfolio through new launches in the coming quarters. With the changing consumer behaviour and alcohol consumption pattern, it is very important to understand consumer’s inclinations towards media consumption. Motivator confidently showcased their integrated media approach putting consumer centricity in prior. We look forward to a strong and long-lasting partnership with Motivator. We hope to work on some path-breaking campaigns with them which will contribute to strengthening our brand equity in the market”.
Motivator India managing partner- North and East, Aman Kochhar said, “We are delighted with the trust Radico has placed with us to handle some of the most preferred and known brands in the Indian alco-bev industry. With the growth momentum in the industry changing and increasing cases of consumer experimentation coupled with rapid premiumization of the portfolio, we see a large enough role of communications to make Radico’s brands stand out. With our proprietary data, digital and content framework for emerging brands we see a great fit with Radico Khaitan.”
