Jack Daniel’s appoints 22feet as integrated creative agency for India

Jack Daniel’s has appointed 22feet as its integrated creative agency of record for India, following a multi-agency pitch process.

The mandate covers the brand’s full portfolio in the country, including Jack Daniel’s Tennessee Whiskey, Flavours, Gentleman Jack, and Single Barrel, along with future product launches. It also extends to brand building for Jack Daniel’s merchandise.

22feet will also oversee brand strategy and communications across digital, social media, packaging, experiential and retail touchpoints, with a focus on shaping culturally relevant narratives for the brand in India.

Speaking on the partnership, Vinay Joshi, Director - Marketing, Indian Subcontinent and Maldives at Brown-Forman said, “We are delighted to partner with the exceptionally talented and passionate 22feet team as we enter a new phase of growth in India which requires breakthrough creative at every touchpoint, backed by sharp local consumer insights, to build strong salience and relevance with our core audience - new age Indian independent spirits and expand our consumer franchise for Jack Daniel’s portfolio.”

From the agency side, Shikha Davessar, Managing Partner at 22feet said, “Winning this mandate is a reflection of the depth of thinking 22feet brings to every brief. India is at an inflexion point when it comes to premium lifestyle choices, and Jack Daniel’s is perfectly poised to lead that conversation. We’re excited to bridge the brand's global heritage with local resonance and create a brand experience that doesn't just enter the Indian market but earns its place in it.”