Bacardi Together in India with focus on digital space

The global campaign is supported by on ground activation programme known as ‘The Bacardi Together Beat’.

Neha S | Delhi | June 13, 2011

With the liquor Industry in India brimming at more than Rs 25,000 crores, this makes the marketers harp aggressively in their approach and come out with novice initiatives. Following the league, is the white rum Brand- Bacardi that recently rolled out its new Global campaign ‘BACARDI Together’ with an aim to remind people that real human connections are important. This insight was bought on the table by a global quantitative consumer survey spanning around 27,000 consumers in 20 countries, conducted by The Futures Company, UK (ex-Henley Centre) while the Indian side to the survey was subscribed by TNS India.

“The campaign has come together for three things- The survey, the music and our Latin spirit,” says Arvind Krishnan, Marketing Director, Bacardi India.

For brands like Bacardi, Music has always been a vital tool for blowing their trumpets among consumers, as they fall under the gravity of Surrogate advertising. Thus following the similar route this time also, the company carried out two unique exercises – one in the Online space, and the other physically on ground. Under the digital space, Bacardi, collaborated with Music Director-Randolph Correira and electronica duo- Shaair n Func and created ‘The BACARDI Together Anthem’ that was uploaded online for all the music lovers in the country. To which, 100’s of musicians contributed to the track from across the country over a period of 30 days. This activity was followed up by an on ground activation programme known as ‘The Bacardi Together Beat’ in which, the percussionists- Sivamani, Montry & Jishnu (Swaratma) and Amit Kilam (from Indian Ocean)conducted Drum circles in leading malls of Delhi, Pune and Bengaluru across a single weekend.

With this digital and on-ground campaign the company has escalated its digital spend in the country by 35% this year, and will be also conducting a host of other activities named as ‘Together Mix’ across the country, primarily to make a bigger dent in Tier-II and Tier-III cities of the country.

Besides the communication plan, the popular logo of the brand, ‘the Bat’ has also undergone a change with a more proud expression on his face and his wings spread in a wider manner. Along with Logo, the font of the brand name of ‘Bacardi’ has also shed off its corporate look to a more relaxed and subtle tone with emphasis on the Bacardi family name.

Currently, the company also an online music store, MixBacardi.com, powered by Hungama Digital Media Entertainment and plans to come out with Music CD’s of its own. However, the company as of now has no strategy for roping in any ambassador for its brand. “Yes, some brands have Saif Ali khan as ambassador, but we are not looking at this area for our brand as of now,” explains Arvind.

The creative duties of the brand is handled by Young and Rubicam while the Madison Media is their Media agency.