INDIA – Tilaknagar Industries, one of India’s most prominent names in the alcoholic beverage industry, has appointed Tonic Worldwide as the Digital Agency of Record (AOR) for its latest premium offering, Monarch Legacy Edition brandy.
The mandate awarded to Tonic Worldwide encompasses building brand awareness, establishing Monarch Legacy Edition as the pinnacle of luxury in the brandy segment and driving consumer engagement through powerful and culturally resonant digital storytelling.
Tilaknagar Industries boasts a heritage of over 90 years in the Indian alcobev space, with a diverse portfolio that includes category leaders such as Mansion House Brandy, Courrier Napoleon Brandy, Mansion House Whisky, Madiraa Rum and Blue Lagoon Gin. The launch of Monarch Legacy Edition marks the company’s foray into the premium spirits market, positioning the brandy as a blend of heritage craftsmanship and contemporary luxury.
Speaking of the association, Ahmed Rahimtoola, Chief Marketing Officer, Tilaknagar Industries Ltd., said, “We’re thrilled to welcome Tonic Worldwide as our digital agency for Monarch Legacy Edition, our first luxury offering. As we introduce a brandy that blends heritage with modern elegance, we needed a partner who could truly capture that spirit in the digital space. Tonic’s deep understanding of consumer behaviour, creative agility, and proven track record in building premium brand narratives made them the ideal choice. We’re excited to collaborate with them to craft a distinct and compelling digital presence for Monarch, one that reflects its sophistication and royal character.”
Sudish Balan, Co-Founder & Chief Creative Officer, Tonic Worldwide remarked, “Tonic Worldwide is excited about the opportunity to be the strategic digital partner to accelerate growth, positioning and consumer engagement for Tilaknagar Industries’ Monarch Legacy Edition – a luxury brandy aiming for national and international recognition.”
The account will be managed out of Tonic Worldwide’s Mumbai office, marking a significant step in the digital journey of Monarch Legacy Edition as it sets out to redefine the luxury brandy landscape in India and beyond.
