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Tag: ABD

  • Booze behemoth ABD revamps top brass

    Booze behemoth ABD revamps top brass

    MUMBAI; Allied Blenders and Distillers Limited (ABD), India’s prominent liquor company, has announced three significant management changes to strengthen its leadership team.

    The company has re-appointed Resham Chhabria J Hemdev as vice chairperson for another three-year term. The Wharton-educated executive, who first joined as executive director in June 2021, brings her experience in consumer marketing to connect with younger consumers. As the daughter of chairman Kishore Chhabria and co-chairperson Bina K. Chhabria, she combines family business understanding with formal training from Harvard Business School and the University of Mumbai.

    Simultaneously, master blender Arun Barik has been re-appointed as executive director for three more years. A veteran with 32 years in the spirits industry, Barik has crafted blends for numerous brands throughout his career at Shaw & Wallace, Seagram-Pernod Ricard and Mason and Summers before joining ABD in 2009. His technical expertise has been instrumental in product development and quality control.
     

    Arun Barik and Bikram Basu

    Completing the leadership changes, Bikram Basu has stepped down as chief innovation and strategy officer to take up the managing director position at ABD Maestro Pvt Ltd—a subsidiary of the parent company—in what appears to be a strategic internal promotion.

    Industry observers suggest these moves are part of ABD’s strategy to maintain competitiveness in India’s evolving alcohol market, where established brands compete with new entrants for market share in a country with growing premium spirits consumption.

    All announcements were made on 31 March 2025, following approval from the company’s board of directors, with the executive appointments subject to shareholder approval.

  • Officer’s Choice salutes unsung heroes in cricket ecosystem

    MUMBAI: Officer’s Choice Blue – the blockbuster success from Allied Blenders and Distillers (ABD), launched its latest digital campaign “Salute toh banta hai” for the ongoing Indian Premier League in line with its long-standing proposition of the ‘Good Samaritan’.

    Officer’s Choice Blue believes that nothing is more satisfying than bringing a smile to someone’s face and that there is no greater respect earned than touching someone’s life. Celebrating this thought, the brand’s recent digital advertisement acknowledges the unsung heroes of cricket – The Groundsmen. 

    The film is an ode to these men who toil behind the scenes day-in and day-out so that our nation’s biggest passion – cricket, goes on uninterrupted. Be it immense heat or heavy rains or the back-breaking heavy roller, these groundsmen continue to toil hard on the field. The communication salutes the sincere efforts of these extraordinary men towards nurturing and maintaining the cricket pitches even under extreme circumstances. The film ends with Officer’s Choice Blue and the Delhi Daredevils expressing their gratitude to the groundsmen with Officer’s Choice Blue’s tagline “Salute toh banta hai”.

    With this campaign the brand further resonates its strong association with the Indian Premier League. Conceptualized by Triton Communication, the film will be seen across digital platforms during the ongoing IPL season.

    Allied head of marketing Ahmed Rahimtoola said, “Officer’s Choice Blue has been committed towards recognizing the ‘good’ that comes out of ordinary people during everyday life. We take pride in this beautiful communication as it strongly conveys our brand’s long–standing view on the timeless value of righteousness, and the need to bring about positive change. ”