MAM

Bacardi’s survival ingredient: Localisation

MUMBAI: Localisation is the key factor to survive, today. As more and more brands, channels and groups enter different markets in the globalised world, they need to adapt according to the local flavour.

 

The reason behind it is simple: give people what they can easily relate to.

 

And keeping this in mind, Bacardi has launched two falvours for the Indian palate - Aam Panna and Nimbu Paani - for its low-alcohol ready-to-drink brand, Breezer.

 

The company which believes in leading the way in innovation; be it in product formulation, packaging or creation of unique concepts and brand properties, with Breezer Indi Mix, it continues the trend. This also makes it the first example of a global spirits brand introducing local flavours in India. “Indi Mix was created based on our research which showed that Indian consumers love our current flavour range but at the same time are also keenly interested in new variants based on familiar flavours. Aam Panna and Nimbu Paani are well-known and well-loved coolers which tap into consumer experiences and memories, and therefore, we have chosen them as the first two flavours,” says director sales & marketing Manish Seth while elaborating that it will continue to innovate and beguile the customers by launching unique properties and flavours.

 

India is among the key emerging markets for the company and is going to be an important source of volume growth in the coming years. By 2020, India will have the youngest population in the world with an average age of 29. Low per capita consumption compared to other countries is also expected to help. According to IWSR India is also the third fastest-growing market for international brands.

 

The two new flavours are currently available across Haryana, Maharashtra, West Bengal, Goa and Karnataka. Rest of the cities can expect to have these summer coolers available very soon with another eight locations launching in the coming month.

 

Apart from this, to mix with its TG, the company which recently introduced ‘BACARDI Untamable Since 1862’, a massive global identity shift, a tribute to Bacardi’s remarkable history hailing across 152 years, will integrate with its flagship musical property Bacardi NH7 Weekender.

 

Recently, it also tied up with MTV in conjunction with the launch of MTV Splitsvilla. “We look forward to announcing exciting activations across India as well unique digital innovations this year. We will also be releasing the new series of the cult brand property ‘The Dewarists’ as well as hosting season 3 of Grey Goose Style Du Jour (India’s only style forecasting event),” says Seth adding that digital marketing for Bacardi remains to be the staple feature across all properties.

 

As per various media reports, Bacardi enjoys 97 per cent monopoly in the low alcohol RTD. Many came and went. Take United Breweries’ Shotz and Cruiser, for instance, launched a decade back got a tepid response from the 2.5 million sized market and hence, had to be withdrawn.

 

This only proves the old-ad adage, when in Rome, do what the Romans do!

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