Bacardi unveils global campaign in India

Bacardi unveils global campaign in India

New Delhi: Liquor maker Bacardi Ltd on Thursday unveiled its global campaign ‘Bacardi Together’ in India, as it looks to maintain double digit sales growth in the country.

Bacardi Ltd, which is present in the country through its wholly-owned subsidiary Bacardi India Pvt Ltd, plans to reach out to both tier I and tier II cities through the campaign.

“The ambition of Bacardi is to remind people that real human connections are important. We want to facilitate people in getting together and encourage them to share and enjoy with one another," Bacardi India Pvt Ltd director marketing Arvind Krishnan told reporters here.

He added that the campaign would help the company maintain its double digit growth in the country in the current financial year.

“These are the ambitions we have. This (campaign) will help us grow and strengthen our leadership in the segment," Krishnan added.

The company, however did not provide financial details.

As part of the campaign, artistes will come together and play music in tier II and tier III cities while the company plans to bring in international musicians for the events scheduled in metro cities.

“Through ‘Together Mix’, which is a part of Bacardi Together, we plan to cover over 20 tier II and tier III cities in the country," Krishnan said.

Established in 1998, Bacardi India’s portfolio consists of more than 250 brands and labels, including Bacardi Rum and Grey Goose Vodka.

The company has already launched the campaign in various countries, including the US, UK and Thailand.