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FoxyMoron bags digital mandate for Jim Beam India

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MUMBAI: Following a multi agency pitch, FoxyMoron has won the digital mandate of Beam Suntory’s top bourbon whiskey brand Jim Beam.

The mandate includes digital duties, while also building and strengthening Jim Beam’s digital presence through strategic insights and unique solutions that engage its young urban consumers. 

Jim Beam India marketing controller Ankur Bhatia said, “Although the Bourbon Whiskey market is still nascent, Jim Beam is witnessing exciting growth in India, given early adoption by new younger consumers. India being one of the biggest markets globally in terms of social media usage and growing digital/mobile penetration, we are excited to partner with Foxymoron who bring in brilliant expertise and consumer insights in this space.” 

FoxyMoron co-founder and director, new business & Innovation Pratik Gupta added, “Whiskey is breaking the ‘old man’s drink’ cliché in India and Jim Beam is trying to use that insight and target the urban youth of the country. We presented a fresh perspective that revolves around creating awareness about Bourbon whiskey and promoting the versatility and mixability of the brand. It’s a great brand to work with and will continuously challenge us to innovate and execute unique digital strategies.”

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