Tilaknagar Industries, one of India’s oldest and most respected names in the alcoholic beverage industry, has appointed Tonic Worldwide as the Digital Agency of Record (AOR) for its premium brandy offering, Monarch Legacy Edition. The partnership marks a strategic move to strengthen the digital presence of Tilaknagar’s entry into the luxury spirits segment.
Monarch Legacy Edition, a blend that represents the convergence of French artistry and Indian legacy, is Tilaknagar Industries’ first foray into the luxury brandy market. The agency’s primary mandate will be to build robust digital awareness, drive premium positioning, and craft a compelling online identity for the brand.
Ahmed Rahimtoola, Chief Marketing Officer at Tilaknagar Industries, expressed enthusiasm about the new collaboration, stating:
“We’re thrilled to welcome Tonic Worldwide as our digital agency for Monarch Legacy Edition, our first luxury offering. As we introduce a brandy that blends heritage with modern elegance, we needed a partner who could truly capture that spirit in the digital space. Tonic’s deep understanding of consumer behaviour, creative agility, and proven track record in building premium brand narratives made them the ideal choice.”
With a legacy of over 90 years, Tilaknagar Industries’ portfolio includes notable brands such as Mansion House and Courrier Napoleon Brandy, Mansion House Whisky, Madiraa Rum, and Blue Lagoon Gin. The launch of Monarch Legacy Edition marks a significant step in their journey to capture a share of the luxury spirits market, both domestically and globally.
Sudish Balan, Co-founder and Chief Creative Officer at Tonic Worldwide, commented:
“We are excited about the opportunity to be the strategic digital partner for Monarch Legacy Edition. This luxury brandy has the potential to lead the Indian luxury spirits market and make a mark internationally. We aim to highlight Monarch’s distinctive craftsmanship and French-Indian heritage through creative storytelling and engaging digital strategies.”
The account will be managed from Tonic Worldwide’s Mumbai office.
This collaboration signals Tilaknagar’s commitment to building a premium brand identity and creating resonance with new-age consumers through digital-first experiences.
