AdGlobal360 (AGL), a MarTech company and member of Hakuhodo International, has been appointed as the integrated digital media partner for Radico Khaitan, one of India’s leading Indian Made Foreign Liquor (IMFL) companies.
Under the mandate, AGL will oversee digital media strategy, media planning and buying, social media management, influencer engagement, and insight-led digital solutions across Radico Khaitan’s portfolio of brands. The partnership aims to strengthen the company’s digital presence and drive consumer engagement across platforms.
The collaboration brings together Radico Khaitan’s portfolio of premium and mass-market brands, including Rampur Indian Single Malt, Jaisalmer Indian Craft Gin, Royal Ranthambore Heritage Collection Whisky, Magic Moments Vodka, and 8PM Whisky, with AGL’s capabilities in media, creator ecosystems, data intelligence, and digital marketing solutions.
Backed by Hakuhodo’s Sei-Katsu-Sha philosophy, the partnership will focus on creating culturally relevant and consumer-centric digital experiences across multiple touchpoints.
Commenting on the association, Kunal Madan, Chief Marketing Officer at Radico Khaitan, said, “At Radico Khaitan, our focus remains on building brands that are deeply rooted in emotion and cultural relevance, while staying sharply aligned to evolving consumer expectations. In collaboration with AGL, we look forward to strengthening our creative and digital marketing ecosystem to deliver more meaningful and impactful brand experiences at scale.”
Rakesh Yadav, CEO, AdGlobal360, added, “Radico Khaitan has built some of India’s most beloved brands by staying deeply connected to consumer culture, and that is exactly the kind of partnership where data and creativity must work as one. We are excited to bring together insight-led creative intelligence, technology, and strategic media expertise to strengthen their digital presence and consumer engagement.”
The partnership reflects a shared focus on enhancing brand visibility, cultural relevance, and discoverability as consumer attention increasingly shifts across search, social media, and AI-driven digital platforms.
Founded in 1943, Radico Khaitan is among India’s oldest and largest IMFL manufacturers. The company operates a portfolio of organically developed brands and exports its products to more than 100 countries. It has a total owned production capacity of 321 million litres and operates 44 bottling units across India.
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