Pernod Ricard India has appointed Initiative, an Omnicom Media agency, as its media agency partner across nine markets spanning India and the Asia-Pacific (APAC) region. The appointment follows a competitive review of the company's media mandate.
The partnership will cover nine markets, including India, China, Hong Kong, Japan, Taiwan, Australia, New Zealand, Singapore and South Korea. Initiative will take over the mandate from Wavemaker, which has been associated with Pernod Ricard for more than two decades across India and Singapore.
During its longstanding association with the company, Wavemaker contributed to several prominent brand campaigns and consumer engagement initiatives, including Royal Stag Boombox and Xclamat!'s India record campaign. Pernod Ricard has acknowledged the agency's contribution and commitment to its brand-building journey.
The appointment reflects Pernod Ricard's focus on strengthening its brand-building approach amid changing consumer preferences and growing premiumisation trends. The collaboration with Initiative will bring together consumer intelligence, cultural insights and media innovation to build stronger brand platforms, enhance consumer engagement and establish deeper cultural connections across markets.
In India, the partnership will focus on identifying emerging consumer preferences across categories, occasions and experiences, while ensuring greater effectiveness of the company's media investments.
Effective January 1, 2027, Initiative will oversee the company's media planning and buying, consumer and market insights, reporting and performance measurement, competitive analysis, thought leadership, and strategic collaborations and partnerships.
The mandate has been awarded for an initial term of two years, with an option to extend it by an additional year at Pernod Ricard's discretion.
Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, said, "I am delighted to welcome Initiative as our new media partner. We are at an exciting inflection point where consumer aspirations are evolving, cultural influences are becoming more powerful and premiumisation is creating new opportunities across the category. For us, the ambition is not simply to reach more consumers, but to build brands that resonate more with people and the culture they live in. We see this partnership as an opportunity to bring together sharper consumer understanding, cultural intelligence and media innovation to create enduring brand relevance and impact."
Rochelle Chhaya, Initiative APAC Brand President, said, "We are incredibly proud and excited to partner with Pernod Ricard across APAC. With an iconic portfolio and a strong legacy of brand-building, Pernod Ricard offers a unique opportunity to push the boundaries of what media can deliver. Our ambition is to combine deep consumer intelligence, bold strategic thinking and the power of data and technology to unlock new possibilities for its brands. We look forward to building a partnership that goes beyond conventional media solutions to create meaningful cultural connections, deliver exceptional brand experiences and set new benchmarks for media effectiveness."
