Tilaknagar Industries, an Indian-made foreign liquor manufacturer, has appointed Tonic Worldwide as its Digital Agency of Record (AOR) for its luxury segment brandy, Monarch Legacy Edition.
The account will be handled out of the agency’s Mumbai office.
Tonic Worldwide’s mandate will focus on building dominant awareness for Monarch Legacy Edition, establishing it as the benchmark of excellence in the luxury brandy category, and engaging consumers through evocative digital storytelling.
Ahmed Rahimtoola, Chief Marketing Officer, Tilaknagar Industries, said, “We’re thrilled to welcome Tonic Worldwide as our digital agency for Monarch Legacy Edition, our first luxury offering. As we introduce a brandy that blends heritage with modern elegance, we needed a partner who could truly capture that spirit in the digital space. Tonic’s deep understanding of consumer behaviour, creative agility, and proven track record in building premium brand narratives made them the ideal choice. We’re excited to collaborate with them to craft a distinct and compelling digital presence for Monarch, one that reflects its sophistication and royal character.”
Sudish Balan, Co-Founder & Chief Creative Officer, Tonic Worldwide, said, “Tonic Worldwide is excited about the opportunity to be the strategic digital partner to accelerate growth, positioning, and consumer engagement for Tilaknagar Industries’ Monarch Legacy Edition – a luxury brandy aiming for national and international recognition. We look forward to crafting compelling narratives that highlight Monarch’s unique craftsmanship and French-Indian heritage, while building the roadmap to realize their vision of leading the Indian luxury spirits market and gaining global acclaim.”
Tilaknagar Industries is one of the leading IMFL players with leadership in brandy, the second largest IMFL category. The company’s brand portfolio includes popular brandy brands like Mansion House and Courrier Napoleon, along with Mansion House Whisky, Madiraa Rum and Blue Lagoon Gin in the whisky, rum and gin categories, respectively. The company recently expanded into the luxury segment with Monarch Legacy Edition Brandy.
Tilaknagar Industries has recently acquired the Imperial Blue business division (IB) from Pernod Ricard India.
