MUMBAI: Tilaknagar Industries, the veteran booze-maker with a 90-year legacy, is set to spice up its liquor lineup by distributing Amara artisanal pink vodka, a flamboyant new spirit from craft distiller Spaceman Spirits Lab. The arrangement, which kicks off in Q1 FY26, will see Tilaknagar pocket royalties for flogging Spaceman’s premium tipples across select Indian states and international markets.
The collaboration adds a splash of colour to Tilaknagar’s existing portfolio of posh Indian plonk, including two Millionaire brandy brands—Mansion House and Courrier Napoleon – Monarch Legacy Edition brandy, Mansion House whisky, Madiraa rum and Blue Lagoon gin. The deal will see Spaceman’s entire range—Samsara gin, Sitara rum and the new Amara Vodka—riding on Tilaknagar’s extensive distribution network, giving both companies a proper leg-up in the premium spirits market.
India’s vodka scene is positively buzzing, with consumption soaring 16.5 per cent in 2023, according to IWSR Drinks Market Analysis. While bog-standard vodka still dominates with 94 per cent market share, the fancy stuff is growing at a cracking pace—super-premium vodka swelled by 19.6 per cent between 2022 and 2023.
“Globally, craft spirits are having a moment, with flavoured concoctions leading the charge in premium innovations,” says Tilaknagar Industries chairman & managing director Amit Dahanukar. “India is fast catching up, with younger consumers and trendy high-energy urban bars embracing colourful, Instagrammable cocktails. The global shift toward premiumisation and flavored vodkas bodes well for the Amara.”
The debutante, which will square off against posh global vodka brands, is a lavish blend of five-times distilled spirits made from Bangalore blue grapes and rice grains from India’s Deccan Plateau. The rosy-hued spirit is infused with a garden party of ingredients—strawberries, passion fruit, peaches, citrus, rose petals, lotus and cherry blossoms—and filtered through pink rubies for extra swank.
Founded by Aditya Aggarwal, Riddhi Aggarwal, Sapna Aggarwal and Jai Chopra, Spaceman Spirits Lab is renowned for pushing boundaries in the craft spirits industry.
“India is experiencing a post-Covid drinking renaissance,” says Spaceman Spirits Lab founder & managing director Aditya Aggarwal. “Consumers are seeking elevated experiences, occasion-driven consumption, unique flavours, and ultra-premium-quality spirits. With Amara, we’re bringing craftsmanship and innovation into a category that is ripe for disruption.”
This pink concoction won’t come cheap—a 750ml decanter will set punters back between Rs 2,500 and Rs 4,500, depending on local taxes. It’ll initially be available in premium outlets across Goa, Maharashtra, Karnataka, Haryana, Delhi and Rajasthan, before swanning off to international markets including duty-free shops, UAE, UK and Singapore in the latter half of FY26.
Tilaknagar had already shown its fondness for Spaceman last September, announcing a follow-on investment of Rs 13.15 crore that would boost its stake to 20 per cent. With this latest move, the venerable liquor merchant appears determined to paint the town pink.
Mumbai: In the spirited celebration of World Brandy Day in December 2023, Mansion House Flandy unveiled its groundbreaking campaign, “Welcome The Now.” Blending disruptive flavors and intergenerational connections, this innovative launch transcends the conventional narrative in the spirits industry. With a strategic digital-first approach targeting a younger demographic in Andhra Pradesh and Telangana, Flandy aims not just to redefine the brandy category but to create a cultural shift through music and collaboration. The campaign, featuring a vibrant music video and influential partnerships, marks not only the introduction of a distinctive brand but also a movement that challenges norms and embraces the essence of living in the present moment.
Indiantelevision.com caught up with Tilaknagar Industries chief marketing officer Ahmed Rahimtoola to know more about the campaign.
Edited Excerpts:
On the launch of this campaign
As a leader in the brandy category, we recognized the unique opportunity to disrupt the narrative and introduce a message that goes beyond conventional norms. What better way to launch our innovative brand, Mansion House Flandy, on Digital than strategically leveraging World Brandy Day? It served as the perfect stage for this disruption, allowing us to set the tone and redefine the conversation trend in the spirits industry.
This campaign is more than sipping a drink or a celebration; it’s a movement that encapsulates the essence of living in the present moment and fostering cross-generational connections. The central theme revolves around the belief that every moment is an opportunity to create meaningful memories and connections.
On the messaging to your consumers when you say ‘Building Bridges through Music’
The “Welcome the Now” launch campaign for Flandy epitomizes the ethos of warmth and inclusion, a key essence of all our brands within the Mansion House portfolio. It marks a significant strategic expansion of Flandy’s appeal. We used the power of music to come up with an impactful narrative that was more than just a marketing exercise. Through music, the biggest passion point of our brand and the most accessible way for our target audience to engage and express themselves, our campaign was a devoted attempt to create a cultural shift towards embracing the present, fostering intergenerational ties, and welcoming a younger demographic into the Mansion House fold. We’re specifically engaging with a digitally savvy male audience, aged 25-35, in Andhra Pradesh and Telangana.
The Flandy Anthem & video is a vibrant, peppy celebration but also tackles powerful agendas of countering stereotypes, breaking down generational divides, and encouraging individuals to embrace the spontaneity and simplicity of life. Thereby celebrating the convergence of youthful energy and seasoned wisdom through a compelling music video. It’s an open invitation to experience life in its fullest & most authentic form. The campaign has managed to transcend traditional marketing by championing a message of unity and the timeless spirit of youth – a movement that invites everyone to build bridges, share wisdom, and live in the moment.
On strategising the music anthem ‘The Flandy Song’ and your collaboration with BGBNG Music
The core idea was to weave and bring alive the campaign theme of intergenerational friendship through a refreshing music anthem and video: The perfect tango of creativity and innovation. The music anthem and video reflect our tribute to the vibrant cultures of Telangana and Andhra Pradesh—regions that have welcomed Mansion House as part of their celebratory traditions. This initiative is our way of reciprocating the loyalty and affection these communities have shown us. This musical narrative pays homage to the intergenerational bonds that are deeply woven into the fabric of these regions – a cultural salute aligning with the values of camaraderie and unity prevalent there.
It was a seamless collaboration between StoryBoats, our strategic agency partner, and BigBang Collective, creative partner on the project. It’s not just an intergenerational friendship; it’s the magic of “inter-agency collaboration,” where two strategic & creative juggernauts merge their talents, each adding its unique color to the canvas. The result? A masterpiece that not only defines the essence of Mansion House Flandy but also sets sail to uncharted waters in the world of brand storytelling. This isn’t just a campaign; it’s a testament to the art of collaboration, where ideas collide, sparks fly, and interagency synergy creates something truly extraordinary.
Antony Rajkumar, CEO of StoryBoats, who leads the brand strategy and creative mandate for the larger Mansion House portfolio, said, “Flandy isn’t just a drink; it’s a disruptive flavor innovation in the Brandy category. We envisioned more than a conventional campaign; we conceived a movement that celebrates life, friendships, and the vibrant spirit of now. Beyond a beverage, Flandy is a catalyst for a cultural shift. This campaign is a meticulous fusion of insights, strategy, and creative direction—aimed not just at selling a product but at redefining the entire conversation in the spirits industry.”
Gaurav Wadhwa, CEO, BGBNG Music, emphasized the campaign’s unique nature. The “Welcome the Now’ campaign truly embodies the spirit of diverse collaboration and innovation. Bringing together a diverse pool of artists and talents for this anthem has been an inspiring journey and seeing them seamlessly come alive in the music video has been truly rewarding. We aimed for delivering a unique campaign, and I’m proud to say this anthem stands as a testament to that dedication.”
BGBNG and CCL together made a perfect ecosystem in providing the kind of impactful communication solution we were seeking for the launch of Mansion House Flandy.
On the marketing strategy for the campaign
Through Mansion House Flandy as an innovative offering, we aim to expand the category at large & bring in a new younger audience into the brandy category and further into the fold of Mansion House portfolio.
In terms of our target audience, we are predominantly targeting males (90:10, M:F ratio) between the age group 25 – 35 years core / SEC: A2/B. Our consumers are new entrants and adopters who are in the early stages of their careers, completely tuned in to the world primarily through digital media, along with being social media savvy.
Our target markets are primarily Andhra Pradesh & Telangana given the product is introduced & available in these 2 markets itself. In terms of media & platform strategy, the campaign took an integrated Digital 1st approach with it being activated on YouTube, META & Spotify as 3 distinct channels. The campaign is a powerful expression of what Mansion House Flandy stands for and, more specifically, how Flandy aligns with the aspirations and values of our target group.
One of the marketing strategies for the campaign was to cut through all demographics across Telangana and AP & use Influencers who, apart from being popular & having a local connect, could also be key opinion leaders for the brand. Arvind, Tejaswi, and Riyaz really stood out for us & helped us achieve this objective with their diverse appeal. By leveraging their social media assets as additional distribution platforms and tapping into a highly engaged follower base that cumulatively stood at 7.6Mn, these influencers added a dynamic touch to the campaign’s narrative.
The launch of the campaign was also strategic in terms of timing, coinciding with World Brandy Day. Capitalizing on this global celebration, we aimed to challenge the status quo and introduce a fresh dialogue in the spirits sector, reinforcing our leadership in the brandy market.
For this campaign, we’ve established ambitious targets, aiming for a minimum reach of 11 Mn in addition to 22 million views across our content assets & performance marketing cumulatively. As part of our post-launch amplification efforts, we’re also planning to activate a regional Influencer marketing campaign on social media extending the theme of #WelcomeTheNow.
Mumbai: Embracing the true spirit of World Brandy Day, Mansion House Flandy launches its brand proposition, titled ‘Welcome The Now’ on Digital today through an exciting music video campaign that is a celebration of the distinctive and disruptive flavors of its latest offering.
Launched in collaboration with Big Bang Music and Collective Creative Labs, the music video is a testament to the power of intergenerational friendships. The music anthem sparks conversations, openness and celebrates the richness of connections made when people from different age-groups become friends.
Spread across key South Indian target markets, the campaign celebrates World Brandy Day in an interesting way by converging generations through a vibrant musical anthem.
Crafted by the acclaimed music director Yashwanth Nag, the anthem features the dynamic vocals of Vedala Hemachandra & Damini Bhatia as the lead music duo complimented with Suparna Vontair, renowned for her role in ‘Modern Love Hyderabad.’
Elevating the tempo further, the song boasts an animated rap segment by AsurA and Nawab Gang, luminaries of Hyderabad’s hip-hop scene.
Complementing the vibrant musical composition is an invigorating 3.18 mins music video, directed by the acclaimed Dibya Chatterjee. This visual feast skillfully captures the campaign’s essence—spontaneity and simplicity that foster cross-generational friendships. Chatterjee’s lens brings to life a rich tapestry of visual storytelling with Flandy’s exuberance.
Apart from a robust performance marketing campaign as part of the campaign marketing efforts, the brand has collaborated with top Telugu influencers, including actor cum professional basketball player Arvind Krishna, accomplished actress-model Tejaswi Madivada, and charismatic comedian Gully Boy Riyaz who feature in the video & add a dynamic touch to the campaign’s narrative.
Through the brand proposition, the brand manages to redefine the norms of spirits marketing by using the power of music to drive home key messages of shared wisdom, breaking societal stereotypes, bridging generational divides, and celebrating key moments of life to the fullest
Tilaknagar Industries chief marketing officer Ahmed Rahimtoola shared his excitement, stating, “We are delighted to launch our latest brand proposition “Welcome the Now” featuring an energetic music anthem that creates a captivating experience through a powerful music video. This reinforces Mansion House Flandy’s commitment to living in the present moment. We are dedicated to enriching our customers’ lives, empowering them to create lasting memories, and cherishing meaningful connections spanning across age groups.
Mansion House Flandy exemplifies our commitment to innovation and market expansion, leveraging the Mansion House brand’s recognition and credibility. With Flandy, we’re embarking on a journey to create a captivating new category, offering a range of enticing flavors that will captivate young consumers.”
BGBNG Music CEO Gaurav Wadhwa emphasized the campaign’s unique nature. The “Welcome the Now’ campaign truly embodies the spirit of diverse collaboration and innovation. Bringing together a diverse pool of artists and talents for this anthem has been an inspiring journey and seeing them seamlessly come alive in the music video has been truly rewarding. We aimed for delivering a unique campaign, and I’m proud to say this anthem stands as a testament to that dedication.”
StoryBoats CEO Antony Rajkumar who leads the brand strategy and creative mandate for the Mansion House portfolio, explained, “Flandy isn’t just a drink; it’s a disruptive flavor innovation in the Brandy category. We envisioned more than a conventional campaign; we conceived a movement that celebrates life, friendships, and the vibrant spirit of now. Beyond a beverage, Flandy is a catalyst for a cultural shift. This campaign is a meticulous fusion of insights, strategy, and creative direction—aimed not just at selling a product but at redefining the entire conversation in the spirits industry.”
