Radico Khaitan assigns creative duties of 3 brands to ADK-Fortune

Radico Khaitan has brought on board ADK-Fortune as their creative agency. The agency will lead the development of brand campaigns for Magic Moments Vodka portfolio, Morpheus Brandy and Rampur Single Malt. The account will be handled out of the agency’s Gurgaon office. 

Commenting on the association, Amar Sinha, CEO, Radico Khaitan, said, “We are happy to bring on board ADK-Fortune to drive the advertising and communication strategy of our premium brands portfolio. We currently hold market leadership position in the Premium Vodka and Brandy Segments. We also hold dominant position in the defence business, besides exporting our flagship brands to more than 70 countries globally. We are sure that the combination of Radico’s think tank and ADK’s strong creative and communication team backed with a track record of successful campaigns for some of the most admired brands of India will take the company to the next level.” 

Reacting to the win, Subroto Pradhan, Managing Partner, ADK-Fortune, said, “Radico is interesting case of an Indian company leading the turf against a slew of multinationals in a highly competitive Vodka and Brandy category. We are absolutely delighted to further the agenda on their premium portfolio and hope to come up with some outstanding engagement ideas.” 

One of the largest players in the Indian spirits industry, Radico Khaitan was formerly known as Rampur Distillery, which was established in 1943. Radico Khaitan became the first company to conceptualise the innovative idea of offering scotch blended whisky and the first company to position 8PM as India’s premium whisky. Today, Radico Khaitan operates three distilleries and one JV with total capacity of 150 million litres. It also has 33 bottling units spread across the country. The company’s brands include 8PM, Magic Moments, Verve, Contessa, Morpheus, Old Admiral, and Rampur Single Malt, among others. 

ADK-Fortune in India is an equal partnership between Asatsu-DK of Japan and WPP Group. ADK is Japan’s third largest agency with a strong presence in South East Asia and China. ADK-Fortune has two offices in India – Delhi and Bangalore. The agency’s client roster includes quite a few brands of Honda two-wheelers, MRF Tyers, Mankind Pharma, RSPL, and Ashok Leyland, to name a few.