Diageo appoints Alok Nanda & Co. for its luxury Single Malt brand

The agency's brand building mandate encompasses creating the brand essence and brand platform to developing communication for 'The Singleton' in India

BestMediaInfo Bureau | Delhi | September 18, 2014

Diageo has appointed Alok Nanda and Company as its creative agency to launch its luxury Single Malt brand, The Singleton, in India. The agency's brand building mandate encompasses creating the brand essence and brand platform to developing communication.

The Singleton Single Malt Whisky comes from distillers founded in the 19^th century and is a symbol of nature, rare craft and most of all progression. Using 150-year-old craftsmanship, the making of The Singleton follows a unique process that delivers the most sought after taste and is stylishly presented in a traditional flask shaped bottle, blown from blue glass – a style used in the 19^th century.

Winner of the Scotch Whisky Masters Award in 2010 and International Wine and Spirit Competition, The Singleton of Glen Ord has a distinctive taste that represents the malt's distillery origin. Aged in 12 YO, 15 YO and 18 YO, The Singleton of Glen Ord is crafted especially to appeal to the Asian palate and is available exclusively in India. The silky sweet and medium bodied Scotch whisky has traces of ginger and biscuit which is best appreciated neat or over ice.

Bhavesh Somaya

Bhavesh Somaya, Marketing & Innovation Director, Diageo, said, “Our vision is to make The Singleton the largest selling Single Malt in the world and we believe that Alok Nanda & Company has the ability to bring this vision to life. We were looking at a creative partner that understands the luxury space and is progressive in their thinking. We're delighted to be partnering with them to handle our brand communications in India.”

Samarjeet Shimpi, President, Alok Nanda and Company, said, “We're quite excited about partnering Diageo to launch their Single Malt whisky, The Singleton, in India. Single Malts may seem like a smaller segment compared to Blended Scotch here, but they are growing rapidly, especially among younger professionals and new money. Our belief is that The Singleton can play a critical role in expanding the market. Given our credentials in the luxury and lifestyle space, we are extremely confident of turning The Singleton into a successful case study.”

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