Creativeland Asia to promote JDL liquor brands

Creativeland Asia will be the creative agency for three John Distilleries brands, following a multi agency pitch, in which the Mumbai branch of the agency bagged the account.

The agency is working on communications for Salute vodka and Mont Castle brandy, and the advertising for JDL's existing whisky brand, Original Choice.

John Distilleries Limited, a group company of Paul John Enterprise, and the fourth largest liquor company in the country in terms of volume, with production across India and an annual turnover of over Rs. 6 billion.

The company's flagship brand, Original Choice dominates popularity charts as a preferred choice in whisky, brandy and rum.

Positioned as South India's largest manufacturer in the economy liquor segment, the company has recently forayed into the northern markets of India and as the Group maps its presence across the entire country, plans are also afoot to ensure a similar pattern of growth internationally and the company's products are already being exported to the Middle East countries of Sharjah and Oman.

Venturing into the highly potential market that caters to the growing demand for premium products John Distilleries is also in the process of developing a superior malt blend.

Sajan Raj Kurup, chairperson and chief creative officer, Creativeland Asia, says in a note, "Given the dark market scenario in the country, it's a challenging and interesting set of brands to handle. JDL's passion to do something that's never been done before and its vision for the brands excited us at the outset. Our prior experience of working on some of the top alcohol brands in the world, our understanding of the market and the strength of our ideas helped us seal it with JDL." 
 
This is not the first time that Creativeland Asia is looking after an alcohol brand. The agency launched Diageo's Indian wine portfolio, including the brand Nilaya, two years ago. It was also involved in the launch of Guinness Beer and Bailey's Irish Cream in the country.