22feet, part of Omnicom Advertising India, has won the integrated mandate for Jack Daniel’s India following a multi-agency pitch process. 

The comprehensive and integrated scope spans brand strategy, digital, social media, packaging, experiential and retail communications, marking a significant step in strengthening the brand’s consumer engagement in India.

The agency will handle the full Jack Daniel’s portfolio, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s Flavours, Gentleman Jack, Jack Daniel’s Single Barrel, along with future launches.

It also extends to Jack Daniel’s Merchandise, a key brand extension that drives affinity while serving as an incremental revenue stream aligned with the globally successful Jack Daniel’s Licensing Program.

22feet will shape Jack Daniel’s route-to-relevance in India through culturally attuned communication, content and design across touchpoints. 

The agency's focus will be on emotionally compelling storytelling and immersive experiences that bring the brand’s global positioning to life locally, while strengthening connections with existing consumers and attracting new ones.
 
Vinay Joshi, director - marketing, Indian sub continent and Maldives,  Brown- Forman - the makers of Jack Daniel’s, said, “We are delighted to partner with the exceptionally talented and passionate 22feet team as we enter a new phase of growth in India which requires breakthrough creative at every touchpoint, backed by sharp local consumer insights, to build strong salience and relevance with our core audience - new age Indian independent spirits and expand our consumer franchise for Jack Daniel’s portfolio."
 
Shikha Davessar, managing partner, 22feet added, “Winning this mandate is a reflection of the depth of thinking 22feet brings to every brief. India is at an inflexion point when it comes to premium lifestyle choices, and Jack Daniel's is perfectly poised to lead that conversation. We're excited to bridge the brand's global heritage with local resonance and create a brand experience that doesn't just enter the Indian market but earns its place in it.”