RadicoKhaitan awards advertising mandate of Ace brands to BEI Confluence


Leading liquor player RadicoKhaitan has awarded advertising and branding contract of many of its ace brands like After Dark, Whytehall, 8PM, Regal Talons Contessa Rum, Pluton Bay Rum, Old Admiral Brandy to BEI Confluence.

The advertising company will also handle a number of country liquor brands of RadicoKhaitan.

This is the latest addition in BEI Confluence’s portfolio of liquor brands. The company is celebrating 20 years of operations in the country. The agency has been mandated to handle the strategic and creative portfolio of all whiskies of the Indian liquor conglomerate and many Rum, Brandy and Country Liquor brands.

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Amar Sinha, CEO of RadicoKhaitan said, “BEI Confluence in the pitch displayed a lot of passion and their presentation demonstrated their depth of thinking in brand research, strategy, insightful creative ideas and strong Digital communication. RadicoKhaitan believes in building robust brands and many of which are leaders in their respective categories. By partnering with BEI Confluence, which is a strong mid-sized full-service agency with a good FMCG experience, we now have two strong creative agencies between BEI confluence and ADK Fortune communications (A J. Walter Thompson Group Company) to support the range of Radico products and therefore we hope to consolidate our position as a strong Indian liquor conglomerate”.

Speaking on the development, Tapas Gupta, Founder & MD of BEI Confluence, said, “We are delighted to have the opportunity to partner RadicoKhaitan brands in a cut-throat competitive environment dominated by MNC brands particularly in the whisky segment. RadicoKhaitan brands come to us at a time when BEI Confluence is celebrating its 20 years of operations. In BEI Confluence we have traditionally specialised in handling FMCG brands and RadicoKhaitan’s brands would be a set of new jewels on our crown”.