Bacardi, the world’s largest privately held spirits company, today said it will be launching its new campaign in India tomorrow.
The global campaign titled, ‘Bacardi Untameable Since 1862’, which has already been launched in US and Mexico, will be launched in India on December 24, Bacardi said in a statement.
“We are proud to usher in a new era for Bacardi, with a focus on the brand’s heritage and legacy showcasing the unfailing determination of the Bacardamily,” Bacardi India Director of Marketing & Sales Manish Seth said.
This campaign infuses the Bacardi brand with the authenticity of its origins, celebrates quality and craftsmanship of its rums and showcases a universally resonant attitude, he added.
“Bacardi now makes a compelling shift from associations with beaches and parties to a more personal association with our consumers,” Seth said.
The campaign will have extensive presence in print, digital, Out of Home (OOH) as well as television mediums, the company said.
Launched in India in 1998, the Bacardi brand portfolio comprises more than 200 brands and labels, including Bacardi rum, Grey goose vodka and Dewar’s blended scotch whisky.