Pernod Ricard Picks Initiative For Media Across India And APAC
Pernod Ricard India has appointed Initiative as its media agency partner across nine India and Asia-Pacific markets, after a competitive review of its media mandate. Initiative is part of Omnicom Media. The new partnership starts on 1 January 2027.
- Advertiser: Pernod Ricard
- New agency: Initiative, Omnicom Media
- Incumbent: Wavemaker
- Markets: India, China, Hong Kong, Japan, Taiwan, Australia, New Zealand, Singapore and South Korea
- Start: 1 January 2027
What The Pernod Ricard Mandate Covers
Initiative will handle media planning and buying, consumer and market insights, reporting and performance measurement, competitive analysis, thought leadership, and strategic collaborations and partnerships. The contract runs for an initial two years, and Pernod Ricard has the option to extend it by one more year.
The company said the move is meant to strengthen brand-building as consumer preferences shift and premiumisation gathers pace. In India, the focus will be on emerging consumer preferences and more differentiated storytelling.
Wavemaker's Long Run Ends
Wavemaker has worked with Pernod Ricard for more than two decades in India and Singapore. Its work for the company includes Royal Stag Boombox and an India record campaign for Xclamat!. Pernod Ricard thanked Wavemaker for its creativity and commitment over the years.
What The Two Sides Said
Debasree Dasgupta, chief marketing officer, Pernod Ricard India, welcomed Initiative and said the ambition is "not simply to reach more consumers", but to build brands that connect with people and their culture by combining consumer understanding, cultural intelligence and media innovation.
Rochelle Chhaya, APAC brand president, Initiative, said the agency is excited to partner with Pernod Ricard across APAC, and would bring together consumer intelligence, strategic thinking, and data and technology to go beyond conventional media.
The Context
Alcobev is one of the harder categories to plan media for in India, where direct advertising of spirits is restricted and brands lean on surrogate extensions, music properties, sport and digital content. A regional mandate that spans markets with very different rules puts a premium on planning that can work inside each one. Ad Tribe has covered other media account moves, including TVS Motor shifting its mandate to Dentsu, and leadership change at Initiative, with Mahesh Motwani leaving Initiative Media India.
More about the company is on Pernod Ricard's website.
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