Pernod Ricard Moves Ahead With Endorsements In India

Brands from the Pernod Ricard portfolio have been busy in India, scoring major endorsement deals with local female celebrities there.  

First, Australian wine brand Jacob’s Creek, has secured Mithali Raj, captain of the Indian national women’s cricket team, as its latest brand ambassador.

Widely regarded as one of the finest female cricketers of all-time, Raj, this is a major coup for Jacob’s Creek as it expands brand presence across India and builds on its official partnership deal with the ICC. The deal comes right ahead of the upcoming 2022 Women’s Cricket World Cup in New Zealand. 

Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, reaffirmed the partnership, “We are proud to associate with an all-time cricketing legend, Mithali Raj, for the upcoming ICC Women’s World Cup 2022 in New Zealand.”

“We are extremely excited to have her onboard as she has been a source of inspiration to all budding cricketers on-and-off the field. Mithali has been the guiding light for women’s cricket in India for over two decades and we believe that her authentic spirit perfectly represents the values which Jacob’s Creek represents.”

Meanwhile, Blenders Pride has roped in Bollywood star Alia Bhatt as the new face of the brand. The brand announced her arrival with a campaign film, ‘Made of Pride’.

The actor represents the brand’s philosophy to attract a newer generation with a bold and empowering campaign, to push its move to a premium category. 

The 360-degree integrated campaign will be seen across TV, digital, print and OOH.

Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “Alia Bhatt’s story of becoming today’s youth icon and one of the most talented stars in our film industry makes her unarguably the best choice for our new brand ambassador for Blenders Pride.”

“Our new campaign celebrates the pride of being your authentic self, showcasing Alia’s strength of character and resilience. In a world where making safe choices comes easy, the new campaign aims to nudge today’s confident consumers, and encourage them to let their pride be the catalyst in making authentic choices that take them further in life.”

The move comes in at a time where alcohol consumption among women in India is tipped to grow by about 25% and the alcoholic beverage majors want to ensure that they corner this emerging market.