In the effervescent world of spirits, where preferences and trends evolve rapidly, brandy has witnessed a notable surge in popularity. The increasing inclination towards brandy consumption has opened avenues for innovative campaigns that redefine the sector's narrative. Among the notable players, Tilaknagar Industries, stewarding the prestigious Mansion House Brandy, has come up with its recent "Welcome the Now" campaign.

In a conversation with Pitch, Ahmed Rahimtoola, Chief Marketing Officer, Tilaknagar Industries provides insights into the strategic approach behind the "Welcome the Now" campaign, its alignment with Mansion House's mission, and the achievements that have marked the brand's trajectory.

Edited Excerpts

What are the key elements, target audience, and channels through which the 'Welcome the Now' campaign will be promoted?

The "Welcome the Now" campaign epitomizes Mansion House's ethos of warmth and inclusion, marking a significant strategic expansion of our brand's appeal. It's more than marketing, it's a cultural shift towards fostering intergenerational ties and welcoming a younger demographic into the Mansion House fold. We're specifically engaging with a digitally savvy male audience, aged 25-35, in Andhra Pradesh and Telangana. This campaign celebrates the convergence of youthful energy and seasoned wisdom through a compelling music video.

StoryBoats, our strategic agency partner and BigBang Collective, our partner on this project have brought our vision to life. With a digital-first strategy, we've launched the campaign across YouTube, META, and Spotify—platforms where our audience lives and breathes. Mansion House Flandy isn't just aligning with the times; it's defining them. The launch coincided with World Brandy Day as a deliberate strategic choice. We aim to challenge the status quo and introduce a fresh dialogue in the spirits sector, reinforcing our leadership in the brandy market.

What impact does the Mansion House Flandy campaign aim to create?

In an attempt to become a dynamic social hub where intergenerational connections naturally flourish, our impact targets both consumer behaviour and societal norms. "Welcome the Now" transcends traditional marketing by championing a message of unity and the timeless spirit of youth, it's a movement that invites everyone to build bridges, share wisdom, and live in the moment.

How does the Mansion House Flandy campaign align with the overall mission and values of the brand?

The campaign, highlighted by the Flandy music anthem and video, reflects our tribute to the vibrant cultures of Telangana and Andhra Pradesh—regions that have welcomed Mansion House as part of their celebratory traditions. This initiative is our way of reciprocating the loyalty and affection these communities have shown us. This musical narrative pays homage to the intergenerational bonds that are deeply woven into the fabric of these regions. The campaign is not just an alignment with the brand's mission, it's an embodiment of it, resonating with the local spirit and echoing the collective voice of its people.

How did Mansion House Flandy leverage these insights to ensure the campaign resonates effectively with its target audience?

We've identified a trend where people across all age groups seek more than fleeting interactions. They seek enduring bonds that transcend generational divides. We recognised that today's definition of youth is not tied to age but to a mindset of inclusivity and openness, especially in our target geography. We harnessed this into the campaign to reflect the dynamic, age-agnostic spirit of our audience. It is a testament to our commitment to not just reflect the cultural landscape of these regions but to weave ourselves into it.

In terms of performance, could you provide an overview of Mansion House's achievements and outcomes in 2023? 

Tilaknagar Industries Ltd, stewarding the esteemed Mansion House brandy, has shown exceptional performance, outpacing industry norms. In FY23, we achieved a remarkable 43% growth, dwarfing the industry's growth of 12%. This momentum extended into H1 of FY24, with a robust 28% growth, compared to the industry's 3-4%. This surge is largely attributed to the Mansion House brand's role in driving category expansion and innovation. Our flagship brand, Mansion House, has surpassed 4 million cases by H1 FY24, claiming nearly 10% of India's brandy market. Our latest innovation, Mansion House Flandy, targets a younger demographic and now accounts for 5% to 10% of Mansion House's total volume in relevant markets. Encouragingly, much of this volume shift is from beer and whisky consumers, aligning with our goal of broadening the brandy category.

What plans for 2024?

In 2024, our primary focus as a leading brandy company will be on expanding the brandy category itself. We plan to achieve this through substantial investments in promoting a positive narrative around the category. Our efforts will include extending the reach of Mansion House Flandy and Mansion House Chambers, our premium offering to newer markets, as well as identifying and filling price gaps in the brandy category with innovative offerings. Additionally, we have a strategic plan for 2024 that involves both regional expansion and diversifying into new categories.

Are there any key performance indicators that summarize the success of this campaign on Digital as well as being linked to the company's overall performance?

The effectiveness of our campaigns is gauged through several key indicators: awareness levels, positive shifts in brand image across various dimensions, and ultimately, market share gains.

For our digital campaigns, we've established ambitious targets, aiming for a minimum of 22 million cumulative views on our music video content and advertising materials, along with a campaign reach of 11 million.