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Tag: Bacardi

  • Ogilvy’s influence chief calls time after 12 years

    Ogilvy’s influence chief calls time after 12 years

    LONDON: Rahul Titus is leaving WPP after a dozen years, during which he transformed Ogilvy into the world’s largest and most awarded influencer marketing operation. The global head of influence, who also leads influencer strategy for WPP Open X, announced his departure with plans for a trek to Everest Base Camp and some cycling holidays.

    Under Titus’s watch, Ogilvy has grown to employ more than 650 influencer specialists across over 30 markets. The agency has claimed the title of the world’s leading influencer network for seven consecutive years and won the Social & Creator Grand Prix at Cannes Lions for two years running.

    Titus joined Ogilvy as an intern in Bangalore before climbing through the ranks. He took on the role of managing partner and head of influence for Britain and Europe, the Middle East and Africa in September 2017, then became global head of influence in June 2022. His portfolio has included blue-chip clients such as Walgreens Boots Alliance, Bacardi, Mondelez, Mattel, Unilever, British Airways and Vodafone.

    Since November 2021, he has also served as global influence lead for WPP Open X, a bespoke unit that handles celebrity and influencer work for more than 200 Coca-Cola brands across 195 countries. He is a founding board member of the Influencer Marketing Trade Body, established in October 2021 to professionalise the industry.

    Before Ogilvy, Titus spent six months at YMU as director of social talent, where he managed digital-first creators. Earlier, he spent nearly three years at MediaCom, establishing and running its global influencer offering for clients including Shell, Revlon, LVMH and Sony. He began his career in search engine optimisation at Dentsu Aegis Network agencies Carat and iProspect.

    In his farewell message, Titus thanked WPP leaders including Julianna, Laurent, Fiona, Liz, Devika, Karen and Lindsay for their support. He said change was “scary but also exciting” and that he would be “cheering loudly from the sidelines” for his former colleagues.

  • Spirits marketer Renu Yadav swaps Grey Goose for homegrown gin

    Spirits marketer Renu Yadav swaps Grey Goose for homegrown gin

    MUMBAI: Renu Yadav has traded the global sophistication of Grey Goose and Bombay Sapphire for the patriotic promise of Vanaha Gin, becoming marketing lead at Revelry Distillery in a bet that Indian spirits can conquer international palates.

    Yadav’s departure from Only Much Louder, where she shepherded premium Bacardi brands including Patron tequila, signals her confidence in homegrown distilling. At Revelry, she will champion Vanaha Gin, a craft spirit that founders Vaniitha Jaiin and Navvin Jaiin position as India’s answer to the global gin renaissance.

    The move caps a decade-long love affair with the spirits industry that began somewhat accidentally.  Yadav’s immersion in the alcoholic beverages world through Bacardi’s portfolio awakened what she describes as her “passion for building brands that create not just products, but experiences.”

    Her career trajectory reads like a route map in modern marketing evolution. From co-founding agency Notch It UP to producing content for Condé Nast India, Yadav has bounced between entrepreneurship and corporate roles with characteristic restlessness. A stint at Extento Experiences, where she managed experiential marketing for premium alcohol and lifestyle clients, provided the final polish to her spirits credentials.

    Yadav’s appointment comes as Indian craft distilleries eye international expansion, riding a wave of global curiosity about subcontinental flavours. Her dream of opening her own bar remains on hold, but this role represents what she calls “a big step in that direction.”

    Revelry Distillery will be banking on her knack for creating memorable brand experiences—a skill honed through years of managing everything from live activations to trade marketing. Whether Vanaha Gin can match the marketing panache of its international rivals remains to be seen, but Yadav’s track record suggests the spirit has found a formidable champion.

  • Theblurr brings on Sainath Saraban as co-founder and chief creative officer

    Theblurr brings on Sainath Saraban as co-founder and chief creative officer

    MUMBAI: Theblurr has announced the appointment of Sainath Saraban as co-founder and CCO. With a legacy of bold storytelling and a globally attuned creative lens, Sainath will lead Theblurr’s creative vision across markets, helping brands cut through noise with ideas rooted in insight, craft, and outcomes.

    Sai brings over two decades of creative leadership, having worked across India, the USA, LATAM, S.E. Asia, Europe, and Africa. His portfolio spans some of the world’s most respected brands including Pepsi, Bacardi, Coca-Cola, Nike, Levi’s, Amazon, Microsoft, and Hewlett-Packard with standout work like the iconic ‘Aaj kuch Toofani karte hai’ campaign for Thums Up.

    From his early days at JWT and McCann to becoming National Creative Director at Leo Burnett India, and later founding Simple Creative Inc. and Studio Simple in the U.S., Sai has continuously bridged cultural nuance with big-brand storytelling. His work as a Global Creative Director with Hewlett-Packard demonstrates that great ideas can travel globally while staying locally relevant.

    “Sai is not just a creative leader—he’s a global storyteller who speaks the language of culture, technology, and human truth,” said Theblurr co-founder & CEO Shamsuddin Jasani. “At Theblurr, where we combine AI with human intelligence, he will be key in driving creative excellence with speed and purpose.”

    Commenting on his appointment, Sai said, “Theblurr is the kind of agency I’ve always wanted to build a creative playground fueled by technology and purpose. From campaign thinking to platform storytelling, I’m excited to create work that is culturally alive, globally scalable, and commercially impactful.”

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  • Vdo.ai round table helps make sense of the Gen Z ad code

    Vdo.ai round table helps make sense of the Gen Z ad code

    MUMBAI;  In a world where Gen Z tunes out the moment an ad feels off, Vdo.ai is on a mission to turn advertising from an interruption into an interaction. The video ad tech powerhouse just hosted a high-stakes roundtable, pulling together marketing’s sharpest minds to crack the Gen Z conundrum—how to sell to a generation allergic to brand loyalty, sceptical about data tracking, and always on the lookout for the next big trend.

    Vdo.ai co-founder & CTO Arjit Sachdeva set the tone. “Advertising is evolving fast, and Gen Z is calling the shots. If your ads aren’t immersive, interactive, and tailored to them, they won’t just scroll past—you won’t exist.”

    The event drew heavy hitters from brands that shape how we eat, drive, and shop: Arpita Gandotra (avp marketing, Reliance Digital Retail), Varun Sethuraman (business head, Nestlé), Anshuman Goenka (global director – incubation brands, Bacardi), Sneha Jha (head of media and CLM, KFC), Sakshi Malhotra (head – digital marketing & d2c, PNB MetLife), Anuj Somani (senior marketing manager, Volvo Cars), Karan Kumar (cmo, Hero Realty), Jitendra Choudhary (head of digital, Honasa Consumer Ltd – Mamaearth), and Himanshu Sirohi (head of digital marketing & credit card business, Apollo 24×7).

    Some of the nuggets that emerged from the roundtable included: 

    The numbers don’t lie:
    * 60 per cent of Gen Z disengage from ads they find irrelevant or overly personal.
    * Just 9.6 per cent feel any real brand loyalty—they care more about price and trends.
    * 43 per cent are wary of being tracked online.
    * A mere five per cent say product quality or cost matters more than a killer brand experience.

    What’s hot, what’s not:
    * Repeating an ad doesn’t build reputation anymore—it just builds resentment. Brands need sharp, engaging storytelling.
    * AI-driven content is rewriting the rulebook on audience targeting.
    * Digital-first touchpoints aren’t a nice-to-have, they’re the whole game.

    Vdo.ai chief business officer Akshay Chaturvedi pointed to the $1.8bn consumption potential Gen Z will bring to the table by 2035. “If brands want in, they need AI-powered, hyperlocal and immersive experiences—because attention is the new currency, and Gen Z isn’t handing it out for free.”

    As the conversation wrapped up, one thing was clear: the advertising playbook is being rewritten in real time. And keeping pace with that is crucial if one wants in with the GenZ audience. 

  • CASA BACARDÍ brings its immersive Caribbean festival to Bengaluru

    CASA BACARDÍ brings its immersive Caribbean festival to Bengaluru

    Mumbai: Continuing to bring its Caribbean roots to India, BACARDÍ is bringing CASA BACARDÍ House of Moods to Bengaluru at Pebble – ‘The jungle lounge’ on  9 March Saturday. The experience offers an immersive blend of music, dance, art, fashion, food, and mixology, promising to be the highlight of your weekend. With House of Moods, BACARDÍ creates a dynamic platform for self-expression, bringing a perpetual tropical mood to Bengaluru’s vibrant youth.

    Here’s a full list of what you can expect to go down on this Saturday:

    Get into the groove to 6 hours of nonstop Caribbean beats: Bring your dancing kicks this Saturday, as the House of Moods brings in an eclectic mix of performers to turn up the jams. The stellar lineup stars a mix of local talent and upcoming performers, including Kampai, Raka Ashok, Mary Ann, Vidur, Master Shifu, APCN (A Party Called Nanda), and DoubleT x Benkii – ensuring the peak musical mood for the night.

    From naturally dyed clothing to upcycled apparel ware, glam up your style game at the on-ground fashion pop-ups: Embrace the best in new age fashion with the curated styles of next-gen fashion brands Grandma Would Approve & The Santra Project. Featuring upcycled and ethically made couture choices, find your way here to add to your glam quotient consciously.

    Express yourself through art at the Screen Printing Workshop: Bring alive your creativity with a t-shirt as your canvas at the Screen Printing Workshop, where you can have fun with a variety of designs and flaunt them as your creations!

    Discover the fun of making Bacardi cocktails, at the Mixology Workshop:  Get your party mood on & learn how to make your favorite cocktails from BACARDÍ Trade Ambassador, Ishrat Kaur.

    Turn up the heat on the dance floor at the Dancehall workshop with Yahvi Chavan:
    Add some island-style spice to your dance game, at the Dancehall workshop. From the casual hip sway to high-energy spins, learn from Yahvi Chavan to pick up some new moves that’ll have you owning the dance floor through the night!

    Indulge in a delicious mix of scrumptious snacks and drinks: Enjoy the most delicious  & indulgent food and drink pop-ups at the House of Moods. Don’t forget to explore the delectable Bacardi cocktails at the pop-up bars  – there’s plenty to keep your tastebuds entertained.

    From music and dance to food, cocktails and fashion, the CASA BACARDÍ House of Moods is the place to be for your weekend in Bengaluru!

  • Decoding the top five marketing trends brewing in 2024

    Decoding the top five marketing trends brewing in 2024

    Mumbai: “Success today requires the agility and drive to constantly rethink, reinvigorate, react, and reinvent.” – Bill Gates

    New year marks the onset of new beginnings – making it an opportune time to strategically plan and set the tone for the year ahead by refreshing perspectives and reimagining strategies that deliver on breakthrough growth this year. With this in mind, let’s embark on a spirited exploration of the top trends reshaping the marketing landscape in 2024 – and the primary takeaways for marketing professionals.

    1. Personalised marketing: The superfood of successful campaigns of 2024

    Personalised marketing stands out as the superfood of successful campaigns this year – commanding attention from a consumer base where 71 per cent expect personalised interactions and 76 per cent express frustration when expectations fall short. This trend is not merely a buzzword but a revenue powerhouse, with companies that excel at personalization generating a remarkable 40 per cent more revenue than those who don’t. Rapid advancements in AI, notably Generative AI, are major enablers – empowering marketers to comprehend historical and real-time consumer sentiment and facilitate targeted outreach that resonates profoundly with modern consumers. Moreover, with more than three-quarters of consumers attributing personalised communications to their purchasing decisions, repurchases, and recommendations, brands that embrace personalization will find themselves strategically poised to reap the benefits of positive consumer advocacy, fostering synergistic growth. As Philip Kotler famously noted, “The best advertising is done by satisfied customers,” – personalised marketing is set to play an indispensable role in unleashing rapid and sustainable business growth.

    The message for marketers is clear: In an era where personalisation serves as the blueprint for resounding engagement, marketers who serve scalable personalization strategies to consumers will lead the charge – unlocking double-digit revenue growth and establishing enduring consumer relationships. The key will lie in leveraging data and analytics to uncover opportunities, investing in rapid activation capabilities fueled by advanced analytics, and adopting an agile operating model that prioritises the ‘Segment of One’ consumer.

    2. Riding the ‘Vocal for Local’ wave with a distinctly Indian positioning

    With a renewed emphasis on self-reliance post the Covid-19 pandemic, a ‘vocal for local’ spirit is sweeping the country. As discerning consumers actively seek Indian alternatives for their purchases, many homegrown brands are seizing this opportunity by catering to the specific needs of the Indian consumers, while also ensuring premium make and exclusivity.  This trend is palpable across industries, as exemplified by the alcobev sector where the consumption of locally made whisky has surged to an all-time high. Evidently, consumers are expressing an affinity for products with a distinctly Indian identity – be it in flavour, creation, or overall storyline.

    This trend poses a golden opportunity for forward-thinking marketers to position their offerings in line with the homegrown sentiment brewing across the country – which is bound to resonate well with Indian consumers this year. By leaning into this narrative, business can catalyse a movement that contributes to the growth and development of the Indian economy while also securing a competitive edge with localised offerings that are proudly tailor-made for the Indian consumer.

    3. Harnessing the power of influence: Mastering the ‘Influencer’ blend in the digital age

    The digital age has ushered in a multitude of avenues for engaging with consumers online. Notably, influencer marketing has emerged as a pivotal channel in contemporary campaigns, compelling modern marketers to skilfully navigate the landscape of partnerships and collaborations. While a celebrity can undoubtedly secure awareness and noticeability, it’s the relatability of an influencer that entices consumers to give the brand a try.

    For marketers, a valuable lesson lies in shedding any instinctive biases and selecting a mix of strategies tailored to the campaign’s objectives. When collaborating with established figures, it becomes crucial to align with influencers who mirror the core ethos of your platform, sharing a like-minded appeal and identity – ensuring that your campaigns act as genuine extensions of your brand. For instance, LEGACY COLLECTIVE’s recent collaboration with Ranbir Kapoor exemplifies this strategy—a talented and passionate actor, Kapoor has carved a niche for himself as someone dedicated to ‘building one’s own legacy.’ This strategic partnership seamlessly integrates the brand ethos with the influencer’s authentic identity, demonstrating the power of a carefully crafted alliance in the digital age.

    4. Brewing authentic conversations: Marrying your content with your genuine brand voice

    In a rapidly digitising era of marketing, modern marketers might find themselves grappling with a peculiar question; one concerned with safeguarding originality in the expanding sea of rapidly generated AI-based content. Come 2024, the answer will lie in understanding the pivotal role of authenticity – which will prove more critical than ever in engaging deeply with audiences. With a striking 86% citing it as a key factor in liking and supporting brands, authenticity will be the cornerstone of consumer sentiments as well as decisions. However, despite 80% of brands believing they deliver authentic content, only 37% of consumers agree, highlighting a significant gulf of disconnect.

    To effectively bridge this divide, marketers must immerse themselves in deep engagement with audiences, fostering transparent conversations that make customers feel involved and understood. In crafting the ideal 2024 communication blend, the first stride involves discovering your brand’s voice— identify core values that resonate with your target audience, infuse a hint of compelling storytelling and garnish with subtle brand messaging to craft an authentic narrative that truly stands out.

    5. Cheers to a year of exceptional experiences!

    Consumers today crave more than just products; they are seeking experiences that resonate deeply with them – giving rise to the popularity of experiential and immersive marketing strategies in the industry. On the flipside too, 65 per cent brands that are adopting experiential marketing are reporting substantial boost in sales. But with more consumers actively chasing experiences this year, impact of these strategies is set to reverberate beyond profits – influencing brand building, fostering increased purchase likelihood, stronger loyalty, and deeper connections.

    Beyond crafting immersive experiences as genuine brand extensions, marketers can synergise the impact of their campaigns by capitalising on the byproducts of rapid digital penetration. This includes exploring uncharted avenues for broader reach and engagement, such as live streaming offline events on social media. Additionally, advancements in AR and VR can be harnessed to create intriguing experiences that transcend physical boundaries, further amplifying the impact of their campaigns.

    The author of this article is Bacardi India head of domestic spirits Ayaesha Gooptu.

  • Bacardi India’s Legacy Collective unveils new TVC with Ranbir Kapoor

    Bacardi India’s Legacy Collective unveils new TVC with Ranbir Kapoor

    Mumbai: Legacy Collective – Bacardi’s first and one-of-a-kind e-commerce platform that is bringing together Indian-made brands under one umbrella – has launched its latest campaign featuring a TVC with brand ambassador and renowned actor Ranbir Kapoor. Launched across TV, social media, digital, and cinemas, the brand film drives home the profound message that a legacy is not just for a chosen few, and with time as one’s ally everyone can carve their own legacy by staying true to their passion. In doing so, the campaign stays true to the Legacy Collective ethos – honoring the passion of homegrown brands in India who have just begun their journey.  

    Over the past few years, made-in-India brands have multiplied rapidly and taken center stage in the Indian market as they cater to the specific needs of the Indian consumers, while also ensuring premium quality and exclusivity.  

    With the aim to connect these visionary homegrown brands with consumers in the country, Bacardi had launched Legacy Collective in December last year with the iconic actor Ranbir Kapoor as the face of the brand. The launch of its latest brand film comes as another step in this direction, aimed to celebrate and empower the spirit of homegrown brands in the country.

    Commenting on the launch, Ayaesha Gooptu, Head of Domestic Brown Spirits, Bacardi, India & Legacy Collective, said, “Furthering our dedication amidst the emboldening make-in-india wave in the country, Legacy Collective is thrilled to bring to Indian audiences this latest TVC that beautifully captures the ethos of the platform. Featuring brand ambassador Ranbir Kapoor, this first-of-its-kind film is our ode to the spirit of those disruptors, innovators, and changemakers who are crafting a new legacy for the future of lifestyle in India with their relentless passion and creativity,”

    Talking about his experience, actor Ranbir Kapoor said, “Being a part of the Legacy Collective journey has been a thoroughly heartwarming experience. I really enjoyed working on the latest film that celebrates the power of building one’s own legacy in one’s own individualistic way. This is something that truly resonates with me as well, making it a project I will always cherish.”

    Explaining the idea behind the campaign, Orchard Advertising Pvt Ltd head of creative Pravin Sutar said, “At its heart, Legacy Collective is about progress and inspiring everyone to embrace their individual journey to success by staying true to their passion. Our campaign reflects on the insight that when time is your ally, you can carve your own legacy. And the film featuring the imitable Ranbir Kapor, an icon himself, perfectly delivers this message to our audiences.”

    The Legacy Collective aims to propel homegrown brands in India who have just begun their journey. With innate Indian traditions and heritage at heart intertwined with modern-day designs, the platform will further empower these brands to showcase their collection to a diverse set of inquisitive shoppers.

  • Stepathlon appoints sports industry veteran Nick Rusling as MD

    Stepathlon appoints sports industry veteran Nick Rusling as MD

    Mumbai: Technology-driven fan engagement company, Stepathlon has appointed Nick Rusling, a veteran of the sports industry, as managing director. Rusling will be based in London and will report to CEO & chairman Ravi Krishnan.

    Rusling has been associated with the sports industry for over 25 years. After working with the sports behemoth, IMG, Rusling turned entrepreneur and started Human Race Events in 2010. Human Race acquired 10 other businesses during its growth phase, created many events from scratch, and in 2016, was acquired by ASO, the owners of the Tour de France, Dakar Rally, and Paris Marathon.

    Krishnan said, “I have known Nick for over 15 years. He’s not only a great professional from the sports industry but also has relevant commercial, digital, and leadership skills to complement the Stepathlon team. He brings with him many important and relevant relationships in the UK and European market in multiple areas that are relevant for the growth of the company.”

    Since 2001, Rusling has been primarily focused on the mass participation industries – running, marathons, cycling, and triathlon – delivering hundreds of events for millions of participants all around the world, including the UK, Abu Dhabi, Stockholm, and Barcelona. Prior to mass participation events, Rusling worked as a sports agent, representing Ian Botham, Pat Cash, and Damon Hill.

    Krishnan added, ” Nick has been building some of the most successful events in the market in some of the greatest cities in the world, pioneering digital progress to enhance the customer experience beyond event day.”

    Rusling commented, “I am driven, both personally and in business, by getting the world fit and active. The genius of Stepathlon is that we harness the power of fan communities in the world of sport, music and beyond, to inspire and motivate millions of people to get fit and healthy together—all by taking part in our virtual races, unrestricted by the capacity of roads. The opportunity is limitless as everyone is a fan of something.”

    Rusling has also been heavily involved in the charity sector, helping raise over £150 million for multiple causes, and has worked as a trustee for sports-based charities, Herne Hill Velodrome Trust and Women in Sport.

    The appointment follows a new global round of investment that Stepathlon has raised from a pre-eminent mix of individuals from the world of sports, entertainment, media and lifestyle, and prominent investors from private equity, technology, ESG and family offices. Demonstrating confidence in the technology-driven fan engagement business of Stepathlon, existing and new investors participated in this fresh round of capital raise by the company.

  • Bacardi India taps Zeenah Vilcassim as marketing director

    Bacardi India taps Zeenah Vilcassim as marketing director

    NEW DELHI: International spirits company Bacardi India, has appointed Zeenah Vilcassim as marketing director. She will head consumer and customer marketing across the entire Bacardi portfolio of brands starting this month.

    Vilcassim will be responsible for driving synergies across marketing, commercial and finance teams to ensure campaigns are effective, impactful and deliver on business goals. She will be based out of the company’s Gurugram head office and report to Bacardi India managing director Sanjit Randhawa.

    She began her career with Bacardi four years ago as global brand director for Dewar’s Scotch whisky. During this time, she focused on growing the brand’s footprint in emerging markets and oversaw the marketing of three award winning innovations.

    Vilcassim said, “During my time as global director for Dewar’s Scotch whisky, India was – and still is – one of our most exciting markets. It is incredibly diverse, dynamic and constantly evolving. Each one of our iconic brands has an opportunity to play an authentic role in the hearts and minds of the Indian consumer. I can’t wait to get started and bring a little bit of creative rebellion into all that we do.”

    Vilcassim began her career as an economist and moved to a management consultant role in global banking at Ernst and Young. Her pivot into marketing was driven by an interest in combining data, analytics and creativity to accelerate business growth. She has held previous positions within digital analytics and content and also led the entire UK operations as managing director at Protein before joining the team at Bacardi.

    Randhawa added, “As we continue to build and grow our portfolio in the country, we are thrilled to have Vilcassim as part of the India leadership team. She has played an integral role in the Dewar’s brand’s global journey and will now be instrumental in driving the strategic direction and growth for the entire brand portfolio of Bacardi in India. With consumer at the heart of all our efforts, we’ll work closely to deliver on moments that matter and create solutions as well as campaigns that resonate with our audiences.”

  • Pocket Aces creates cocktail anthem for Bacardi NH7 Weekender

    Pocket Aces creates cocktail anthem for Bacardi NH7 Weekender

    MUMBAI: Bringing the thrill of popular music festivals home, Gobble, a lifestyle channel by Pocket Aces, has created a cocktail anthem for Bacardi NH7 Weekender in collaboration with OML Entertainment. The endeavour features independent musician Ambika Nayak and acapella group Instrumen to demonstrate two easy yet delicious cocktail recipes that can be mastered at home using Bacardi Rum.

    The video, which was released ahead of the Bacardi NH7 Weekender on Gobble’s YouTube, Facebook and Instagram pages, saw Ambika Nayak take viewers through quick cocktail preparations – an aam panna mojito, and a piña colada. She was accompanied by acapella artists from the Instrumen group who created the perfect sound using their beatboxing skills and vocals to emulate instruments and unusual beats while also lending their melodious voices to the lyrics. The sound of the track complimented the visuals of the video, bringing out the young and upbeat vibe of the Bacardi NH7 Weekender. Since its release, the foot-tapping video has caught the nerve of netizens.

    Bacardi India and southeast Asia senior brand manager Sameeksha Uniyal said, “For over a decade we’ve been hosting Bacardi NH7 Weekender, that brings alive different music, food and culture experiences for audiences to come together and do what moves them. In this year’s digital avatar, we wanted to leave no stone unturned in getting everyone in the Weekender state of mind. So, we partnered with Gobble for India’s first-ever cocktail anthem, that shows some delicious cocktails to get the party going.”

    Gobble channel manager Sonalika Mehra said, “This year’s Bacardi NH7 Weekender focused on bringing the community together in a virtual world with exceptional performances from indie as well as international artists. This fits well into Gobble’s ethos of being a platform for young talented independent creators to deliver engaging content that is fun, quirky, and relatable to our audience. When we came up with the idea for an acapella cocktail anthem, we were confident that this would work well with Bacardi NH7 Weekender’s positioning, while being able to generate the right buzz among its target audiences. The success of the cocktail anthem is an indication that we are on the right path, and the sky is the limit when it comes to our creative avenues to work with our partner brands.”