Katrina Kaif to promote Old Admiral liquor

MUMBAI: Liquor major Radico Khaitan is extending its successful brand Old Admiral brandy into whisky, rum and mineral water. As a part of its newly launched ad campaign, it has signed Bollywood star Katrina Kaif as its brand ambassador.

Radico Khaitan is well known for its brands 8 PM whisky and Contessa rum and its Old Admiral brandy has done particularly well in the southern markets since its launch in September 2002.



The extension of its portfolio into Old Admiral Whisky, Old Admiral Rum & Old Admiral Pure water will offer a wide variety of choices for the consumer under the Old Admiral brand name, an official release states.

The (Old Admiral) campaign will reach out to our target consumer and reinforce our brand message "Har Pal Ka Saathi" effectively," said Raju Vaziraney, president sales and marketing.



The TVC is directed by Shiven Surendranath, clothes designed by Rocky S and the agency for the brand Old Admiral is Euro RSCG. The TVC will go on air in the next three weeks and the selection of channel mix will be on the basis of national viewership, the release adds.

"The brand will talk about the fact that in all the ups & downs in life, your mate for all times is Old Admiral, thus, bringing in the brand promise through the campaign," says Anisha Motwani, Euro RSCG vice-president.

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