22feet bags Jack Daniel’s India creative mandate after multi-agency pitch

Jack Daniel’s has appointed 22feet as its creative agency of record for India, following a multi-agency pitch.

The integrated mandate spans brand strategy, digital, social media, packaging, experiential and retail communications. It covers the entire Jack Daniel’s portfolio, including Tennessee Whiskey, Flavors, Gentleman Jack, Single Barrel, as well as upcoming launches. Additionally, the agency will lead creative responsibilities for Jack Daniel’s Merchandise, aimed at strengthening brand affinity and unlocking incremental revenue through its global licensing programme.

As part of the partnership, 22feet will drive culturally relevant storytelling and design-led communication across consumer touchpoints, blending the brand’s global identity with local insights. The focus will be on building deeper engagement with existing consumers while attracting new audiences in India.

Vinay Joshi, Director – Marketing, Indian Sub Continent and Maldives at Brown-Forman, said the collaboration marks a new growth phase for the brand in India, requiring breakthrough creativity rooted in strong consumer understanding.

Shikha Davessar, Managing Partner at 22feet, added that the win reflects the agency’s strategic depth and comes at a time when India’s premium lifestyle segment is evolving rapidly, positioning Jack Daniel’s to play a leading role.