MAM

Bacardi repositions itself; revisits its Cuban roots

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/01/30/bacardi.jpg?itok=vXJMEbDp

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/2017/01/20/story%20%281%29.jpg?itok=VIElq1RO
Dentsu stories create HarperCollins books

HarperCollins India is celebrating 25 years in India through a film that celebrates books. The campaign consists of a film that shows the journey of a novel. The novel titled 'Journeys Never End’ exchanges hands through the film. Dentsu One, HarperCollins joined hands to create this beautiful film...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/asci%20%281%29_0.jpg?itok=UZWVPhZn
AYUSH-ASCI to regulate advertisements

Progressing with the impetus towards supporting co-regulation in advertising, the Ministry of Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy (AYUSH) has signed an MoU partnering with the Advertising Standards Council of India (ASCI).

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/shopclues-800x800.jpg?itok=JMeM8M6r
Mall wali quality, ShopClues wale prices

MUMBAI: ShopClues, one of India’s largest marketplace, is celebrating its fifth anniversary and it is doing so in an inimitable style between 19 and 26 January. After five years of success, which have seen ShopClues emerge as a prestigious Unicorn in India’s start-up landscape, the company is...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/db%20%281%29.jpg?itok=YMjHptsV
DB Corp's radio business numbers expand with network growth

DB Corp’s MY FM radio network now encompasses 26 live stations with the launch of nine new stations over the last two quarters of this fiscal (year ending 31 March 2017 or FY-17). DB Corp’s radio business revenue for the quarter ended 31 December 2016 (Q3-17, current quarter) increased 12.4...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/fcb%20%281%29.jpg?itok=bnPdV4pW
FCB Interface with Mahindra's 'joy of breaking free'

FCB Interface has launched a brand new campaign for Mahindra’s range of personal vehicles. Set to the tune of the original Live Young Live Free track from the first campaign, this film elevates it from a song to an anthem. Following is the link to the ad for your reference.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/amit_gujral.jpg?itok=sBmbhKyq
LG to patriots: #KarSalaam

MUMBAI: LG has launched the #KarSalaam initiative which aims to salute the spirit and sacrifices of the Indian soldiers to celebrate India’s upcoming Republic Day.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/AMIT%20WADHWA-RAJAN-800x800.jpg?itok=oIBJn_eJ
HT Media hires Dentsu Impact

MUMBAI: Dentsu Impact has won the creative duties for all brands from HT Media - including Hindustan Times, Hindustan (Hindi), Mint, Shine.com, HT Campus, Career Plus, Study Mate, English Mate and Bridge School of Management. With this move, Dentsu Impact becomes the prime strategic and...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/Ayyappan-Raj-800x800.jpg?itok=Tih3d0WE
Nomarks for guessing who's self-reliant

MUMBAI: Bajaj Nomarks has come out with its latest brand campaign that highlights the advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face....

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/sabia.jpg?itok=UPFNUZeB
Madame Tussauds in India; WATConsult wins media mandate

WATConsult, one of India’s leading media agency, which is now a part of the Dentsu Aegis Network, has won the digital and social media mandate of the world-renowned wax museum, Madame Tussauds, which is soon to be launched in the capital city of India.

MAM Media and Advertising AD Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories