New Delhi, 10th April 2018: Leading liquor player Radico Khaitan has awarded advertising and branding contract of many of its ace brands like After Dark, Whytehall, 8PM, Regal Talons Contessa Rum, Pluton Bay Rum, Old Admiral Brandy to BEI Confluence. The advertising company will also handle a number of country liquor brands of Radico Khaitan.
This is the latest addition to BEI Confluence’s portfolio of liquor brands. The company is celebrating 20 years of operations in the country. The agency has been mandated to handle the strategic and creative portfolio of all whiskeys of the Indian liquor conglomerate and many Rum, Brandy and Country Liquor brands.
Amar Sinha, CEO of Radico Khaitan said, “BEI Confluence in the pitch displayed a lot of passion and their presentation demonstrated their depth of thinking in brand research, strategy, insightful creative ideas and strong Digital communication. Radico Khaitan believes in building robust brands and many of which are leaders in their respective categories. By partnering with BEI Confluence, which is a strong mid-sized full-service agency with a good FMCG experience, we now have two strong creative agencies between BEI confluence and ADK Fortune communications (A J. Walter Thompson Group Company) to support the range of Radico products and therefore we hope to consolidate our position as a strong Indian liquor conglomerate”.
Speaking on the development, Tapas Gupta, Founder & MD of BEI Confluence, said, “We are delighted to have the opportunity to partner Radico Khaitan brands in a cut-throat competitive environment dominated by MNC brands particularly in the whiskey segment. Radico Khaitan brands come to us at a time when BEI Confluence is celebrating its 20 years of operations. In BEI Confluence we have traditionally specialized in handling FMCG brands and Radico Khaitan’s brands would be a set of new jewels on our crown”.
About BEI Confluence
In 1998, Tapas Gupta launched Confluence Communication Ltd., with a select group of senior and mid-management professionals from McCann Erickson Worldwide (ME-W) and a few other top agencies in India.
After a 25 year long illustrious career with M-E agencies in India and abroad leading prestigious global M-E brands like Nestle, Gillette, Coca-Cola, Reckitt & Colman and after becoming the CEO/ President of a McCann Erickson ( M-E) agency in India, the urge to do something new and different inspired Tapas to start this venture.
Armed with self- belief, encouragement, and support from a few prestigious clients and colleagues, Confluence began its operations simultaneously from Delhi ( as HQ ), Mumbai and Kolkata in 1998, and within a few years it was recognized in the industry as a professionally driven 360 communication agency with a few marquee clients offering top class services in strategic marketing, creative, media and digital solutions helping clients achieve their brand objectives.
Some of Confluence’s Founder clients like DFM Group (makers of Crax Corn Rings a brand leader in children snack category), Insecticides India Ltd (a leading name in farm products, insecticides, herbicides) continue to work with the Agency for twenty years now, and such partnerships have been mutually stimulating and beneficial and continue to grow.
Today BEIConfluence is a reputed large mid-sized full-service communications powerhouse with over 100 professionals across the 3 offices providing professional communication services to more than 30 clients and handling over 50 brands most of which are in the FMCG domain.
With Tapas Gupta (Founder& MD) and a group of senior professionals with strong and specialized experience from their past agencies in the FMCG category, and with some of the leading FMCG brands in the roster, BEI Confluence is already a major agency to reckon with in the FMCG& consumer durables domains.
While BEI Confluence celebrates its 20 years this year, it is gearing up to meet the challenges of the next 20 years to become the leading 360 communications agency known for its strategic, creative and media prowess that will actively power the brands it handles to achieve leadership positions in their respective categories.