MAM

Bacardi repositions itself; revisits its Cuban roots

MUMBAI: Bacardi has graduated from just beaches and parties to a more emotionally relevant standpoint linking the history of the 151-year-old brand with its audience’s current reality.

 

Titled ‘Bacardi Untameable Since 1862’, the global repositioning campaign takes the brand back to its Cuban roots while drawing its essence - an irrepressible spirit, from over one and a half century of the Bacardi family’s passionate struggle against odds such as earthquakes, distillery fires, revolution and exile.

 

As a brand which believes in unique experiences and uninhibited expressions, and supporting people who follow their passion, Bacardi, wants its campaign to serve as encouragement to every young individual out there that it is never impossible to triumph over incredible odds.   

 

Bacardi India sales and marketing director Manish Seth explains the reason behind the reboot: “The brand essence fits in perfectly with the lives of today's millennial/Gen Y consumers, who continue to pursue their passions despite great uncertainty and a slowdown in economic growth. The time is right to tell this legendary story and we are proud to showcase it to our consumers in India.”

 

Created by international agencies BETC London and Camp+King, the campaign includes a TV commercial named ‘Procession’ as well as print, outdoor, digital and social media. In India, Leo Burnett is Bacardi’s creative agency, Madison its offline media buying agency, Resultrix the online media agency, and 22 Feet its creative agency for the digital platform where the brand aims to provide fans with greater details on its history and lineage.

 

“Digital is a very important medium for Bacardi as it allows for direct and two-way communication with our audience on an ongoing basis. With respect to our campaign ‘Bacardi Untameable Since 1862’, our digital push was done in quite a disruptive fashion with a massive roadblock including live mobile TV applications and the internet covering 25 per cent of India’s digital audience in one day,” informs Seth.

 

Bacardi has been associated with live entertainment properties like Bacardi Blast, where musicians perform across India; Eristoff Invasion, one of the country’s leading EDM festivals and The Dewarists, which won a Cannes Bronze Lion. “We had the privilege to bring down international artists such as The Prodigy and David Guetta, who had never performed in India,” says Seth. “An example of our efforts in experiential marketing is the BACARDÍ NH7 Weekender music festival. We have concluded the fourth edition of India’s Happiest Music Festival with Kolkata added as a new city along with Pune, Bangalore and Delhi. Some of the greatest international and national performers have graced the stage such as Megadeth, Imogen Heap, etc. Our aim is to give consumers something to cheer about and this year, we have added a new city, Kolkata, to welcome even more fans.”

 

The brand refresh isn’t restricted to the campaign alone; a new visual identity and typeface has been created, inspired by the Cuban Art Deco style of the early 1900s. “Our new logo stays true to the integrity of the original symbol (bat) representing good luck, good fortune and family unity,” clarifies Seth.

 

Bacardi claims to have witnessed continuous growth in the Indian market. “We are well placed to gain from demographic and social changes. Our objectives now are in the area of making our high-quality product offerings available to more and more consumers,” says Seth, advising other brands to know both their consumers and their products by spending more time in the market rather than the conference room on a concluding note.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/28/The%20Winners%20of%20the%20first%20edition%20of%20ZEE%20Mindspace%20Awards.jpeg?itok=5EIh72N6
Unilever bags max at Zee Mindspace Awards

NEW DELHI: Leading content company, Zee Entertainment Enterprises Ltd (ZEEL) today announced the winners of the first edition of ZEE Mindspace Awards that aims at recognizing brands that have captured maximum mndSpace.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/26/Untitled-1_34.jpg?itok=ZclJglIb
Ad Club Bangalore receives 1200 entries for Big Bang Awards 2016

The Advertising Club, Bangalore has received a record number of entries for Big Bang Awards this year. A total of 1200 entries were received making it the highest number of entries received in last 20 years. Keeping in mind the changing media scenario, many categories have been added this year...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/26/Untitled-1_13.jpg?itok=6LT3pQqf
Sandeep Marwah named ambassador for Beti Bachao Beti Padhao

Filmmaker and educationist Sandeep Marwah has been named the brand ambassador for the government’s `Save the Girl Child’ or Beti Bachao Beti Padhao’ campaign.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/26/Untitled-1_3.jpg?itok=NAxMNPnx
Tendulkar applauds Swachh Bharat campaign champs

“You either love your country or you don’t. Even as a common citizen, you can do your bit to keep your country clean by not littering, if you truly love it.”

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/indusland.jpg?itok=wMj7Rxwa
IBM analytics solution to power Indusind digital marketing campaigns

NEW DELHI: IBM today announced that IndusInd Bank will use its IBM's Cloud commerce solutions to transform customer engagements and enhance its cross-sell platforms, in line with the bank’s strategy.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/MAM-campgn.jpg?itok=OSYt_F1F
Salute heroes for women empowerment through HDFC

NEW DELHI:Cardholders from HDFC Bank can nominate their special hero who has been contributing towards the cause of women empowerment and stand a chance to win exciting prizes.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Untitled-1_4.jpg?itok=nayWhMZ-
Lowe Lintas and LinTeractive unveil inaugural digital campaign for HouseFull

Upcoming furniture and furnishing destination Housefull.com has launched its first brand campaign exclusively on digital platforms, highlighting the durable furniture, by encouraging people to be ‘un-careful’ with their furniture.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Radio%20mirchi.jpg?itok=v-RI5dHn
Radio Mirchi to hawk Oye FM 104.8 ads

BENGALURU: Entertainment Network India Limited (ENIL) has informed the bourses that it has entered into an Advertising Sales Agreement (ASA) with TV Today Network Limited (TVTN) on 24 August 2016, in relation to TVTN’s 3 (three) private FM radio stations at New Delhi, Mumbai and Kolkata. Pursuant...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Madhuri%20Dixit%20intex.jpg?itok=CEE5am8k
Madhuri Dixit new face of Intex Washing Machine, features in TVC

Recently signed brand ambassador Bollywood actress Madhuri Dixit has featured in the first television commercial for the Fully-Automatic Washing Machine of Intex Technologies. The 20-seconds TVC will be broadcast pan-India across all major GECs, news channels and regional broadcasts.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories