National | April 27, 2026: 22feet, part of Omnicom Advertising India has won the integrated mandate for Jack Daniel’s India following a multi-agency pitch process. The comprehensive and integrated mandate encompasses brand strategy, digital, social media, packaging, experiential and retail communications, marking a significant step in strengthening the brand’s consumer engagement footprint in the Indian market. The mandate covers the full Jack Daniel’s portfolio – Jack Daniel’s Tennessee Whiskey, Jack Daniel’s Flavors, Gentleman Jack, Jack Daniel’s Single Barrel and new launches in future. The creative mandate also includes the brand building mandate for the brand extension – Jack Daniel’s Merchandise, which plays a critical role in driving brand affinity and acts as an incremental revenue stream to replicate the globally successful Jack Daniel’s Licensing Program.
22feet will lead Jack Daniel’s route-to-relevance in India by shaping a bold, culturally attuned communication, content and design ecosystem across consumer touchpoints. The mandate will focus on crafting emotionally compelling storytelling and immersive brand experiences that bring the brand’s global positioning to life in a locally relevant manner. By combining strategic creativity with cutting-edge digital and design capabilities, the collaboration aims to reignite brand affinity among existing friends of Jack while recruiting new consumers for Jack Daniel’s in India.
Built on 160 years of heritage, Jack Daniel’s is an iconic brand that has maintained its global popularity across generations, with India now representing a significant growth opportunity. The country’s expanding middle class and evolving consumer aspirations are driving strong growth and premiumisation across the alco-bev segment, positioning Jack Daniel’s to capitalize on the promising market shift and accelerate its growth in the critical Indian market.
“We are delighted to partner with the exceptionally talented and passionate 22feet team as we enter a new phase of growth in India which requires breakthrough creative at every touchpoint, backed by sharp local consumer insights, to build strong salience and relevance with our core audience – new age Indian independent spirits and expand our consumer franchise for Jack Daniel’s portfolio,” shared Vinay Joshi, Director – Marketing, Indian Sub Continent and Maldives at Brown- Forman – the makers of Jack Daniel’s.
Speaking on the new partnership, Shikha Davessar, Managing Partner, 22feet added, “Winning this mandate is a reflection of the depth of thinking 22feet brings to every brief. India is at an inflection point when it comes to premium lifestyle choices, and Jack Daniel’s is perfectly poised to lead that conversation. We’re excited to bridge the brand’s global heritage with local resonance and create a brand experience that doesn’t just enter the Indian market but earns its place in it.”
About Jack Daniel’s
Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery is the first registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Double Mellowed Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Apple, Jack Daniel’s Tennessee Blackberry, Jack Daniel’s Bonded, Jack Daniel’s Sinatra Select and Jack Daniel’s & Coca-Cola. Today, Jack Daniel’s is a true global icon found in more than 170 countries around the world and is the most valuable spirits brand in the world as recognized by Interbrand. Visit www.jackdaniels.com for more information.
Please Drink Responsibly.
Tennessee Whiskey, 40% alc. by vol. Jack Daniel Distillery, Lynchburg, Tennessee. JACK DANIEL’S is a registered trademark. ©2026 Jack Daniel’s. All rights reserved.
