Radico Khaitan appoints BEI Confluence as its media AOR

The account was earlier managed by Havas Media.

Radico Khaitan, marketers of Indian-made foreign liquor (IMFL), has appointed BEI Confluence as the agency of record (AOR) for its media planning, buying, execution, and evaluation.

Amar Sinha

Tapas Gupta

Amar Sinha, COO, Radico Khaitan, confirmed the news of BEI Confluence being awarded the Radico Khaitan Media AOR and that the account was shifted from Havas Media. "We have appointed BEI Confluence as our Media AOR as they have the requisite infrastructure, talent and experience in media planning, buying and execution of large media budgets for leading FMCG and consumer durable brands," Sinha said.

Radico Khaitan has just completed the production of the TVC for Magic Moments featuring Jacqueline Fernandez and Kartik Aryan. The Magic Moments Music Studio TVC, shot in Budapest, is already on air while the 8PM Premium Black Music CDs TVC will go on air shortly.

Speaking about the win, Tapas Gupta, founder and MD, BEI Confluence, says, "I am delighted to further consolidate our relationship with a premier organisation like Radico Khaitan through our latest association as their Media AOR. Our brand strategy and creative SBU already handles the creative duties for Radico Khaitan's leading brands of whiskies - such as 8PM and 8PM Premium Black, After Dark, Whytehall, Regal Talons, - Red Russian Vodka and their rum category comprising 1965, Pluton Bay, Contessa, and Old Admiral Brandy."