MUMBAI: Asian wine major Chateau Indage Ltd has recently given the mandate of launching its advertising and marketing campaign to Saatchi & Saatchi India. The account was bagged by agency following a multi-agency pitch which included seven other agencies. Also, the company has appointed Carat Media Services Ltd as it’s media buying agency. The collective account is worth Rs 150 million.
Saatchi & Saatchi will be launching a new campaign soon, work for which has already started. According to Chateau Indage managing director Ranjit Chougule, “Though wine comes under FDA regulations, it is still looked upon and treated as liquor among the masses and policy makers. The company is going all aggressive this year and the market will see the changes in the perception of the targeted audience.”
At present, Chateau Indage has more than 32 leading brands under its umbrella with a reach in more than 60 countries. Going by the Chateau’s brief, the challenge for Saatchi & Saatchi will be to first time highlight wine drinking as an art and making the masses perceive it as a part of the lifestyle rather than making it as a part of surrogate brand positioning.
By appointing these two agencies, Chateau Indage hopes to broaden its customer base in India and also expand its reach in the international market.
Chateau Indage’s wines are exported to the US, Japan, UK, Switzerland, Germany, Gulf, Singapore and other European countries.