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Diageo India Puts Mohit Cherian Over Customer Marketing

Ad Tribe! Bureau2 min read
Mohit Cherian, elevated to vice president of customer marketing at Diageo India after leading its White Spirits portfolio

Diageo India has elevated Mohit Cherian to vice president of customer marketing. The role leads the customer marketing agenda and the building of the company's brands and categories in India.

  • Role: vice president, customer marketing, Diageo India
  • At the company since: 2020, across marketing and category leadership posts
  • Most recently: category director for the White Spirits portfolio, covering Smirnoff, Tanqueray and Don Julio
  • Earlier at Diageo: senior general manager of brand marketing for the BII Scotch portfolio of Black and White, Black Dog and Vat 69, and MII Premium Spirits
  • Also: senior general manager marketing for McDowell's, Royal Challenge and Captain Morgan, and general manager of innovation
  • Before Diageo: nearly three years at Aditya Birla Fashion and Retail in marketing leadership for Allen Solly and Louis Philippe
  • And before that: Godfrey Phillips India, Monitor Deloitte and Ogilvy and Mather

Why Mohit Cherian Moving To Customer Marketing Matters In Alcohol

Because the category cannot advertise. Surrogate rules mean mass media does a fraction of the work it does elsewhere, and the actual battleground is the retail shelf, the bar back-counter and the menu, which is precisely what customer marketing owns.

A White Spirits background is the right preparation for that. Vodka, gin and tequila are won on visibility and bartender advocacy rather than on brand films, so the discipline is already the one being promoted into.

What The Portfolio History Adds

Range across price tiers. Running Scotch at Black and White and Vat 69 is a mass-premium problem; Don Julio and Tanqueray are a luxury one, and customer marketing has to serve both in the same outlet without one cannibalising the shelf of the other.

The Part Worth Reading Twice

The career started on the agency side, at Ogilvy and Mather, then went through consulting and fashion retail before spirits. That is an unusually wide route into a trade-facing role, and it is the kind of background that tends to produce people who argue for the brand inside a commercial conversation rather than beside it.

More on the company at diageoindia.com. More people.

#Alcobev Leadership India#appointments#Trade Marketing
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