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Jim Beam India awards its digital mandate to FoxyMoron

Following a multi-agency pitch, Beam Suntory’s bourbon whiskey brand Jim Beam has awarded its digital duties to the digital marketing solutions agency, FoxyMoron. The account will be handled by the agency’s Gurgaon office.

Following a multi-agency pitch, Beam Suntory’s bourbon whiskey brand Jim Beam has awarded its digital duties to the digital marketing solutions agency, FoxyMoron. The account will be handled by the agency’s Gurgaon office.

According to a afaqs report, the agency will be working on the brand’s digital presence through strategic insights that engage their young urban consumers. Bean Suntory is an international spirits company, a subsidiary of Suntory Holdings Limited of Japan. Other brands owned by the company include Maker’s Mark bourbon and Suntory whisky Kakubin.

On appointing FoxyMoron, Ankur Bhatia, Marketing Controller, Jim Beam India told afaqs, “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.”

Commenting on this win, Pratik Gupta, Co-founder and Director, New Business & Innovation, FoxyMoron was quoted in the report as saying, “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.”

FoxyMoron’s client roster already includes Viber India, Red FM, Micromax YU, and Muscle Blaze among others.

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