PERNOD RICARD TURNS TO INITIATIVE FOR APAC MEDIA MANDATE AS PREMIUMISATION DRIVE GAINS PACE

Pernod Ricard India has appointed Omnicom Media Group’s Initiative as its media agency partner across nine markets in India and the Asia-Pacific region. The two-year mandate, beginning in January 2027, signals the spirits giant’s focus on consumer intelligence, cultural relevance and data-led media strategies amid evolving consumption trends.

Pernod Ricard India has appointed Initiative, the media agency network under Omnicom Media Group, as its new media agency partner across nine markets in India and the Asia-Pacific region, marking a significant shift in the company’s marketing strategy as it seeks to strengthen brand relevance in an increasingly competitive and premium-driven spirits market.

The appointment follows a competitive pitch process and covers India, China, Hong Kong, Japan, Taiwan, Australia, New Zealand, Singapore and South Korea. Under the agreement, Initiative will assume responsibility for media planning and buying, consumer and market insights, reporting and performance measurement, competitive analysis, thought leadership, and strategic partnerships.

The mandate is set to commence on 1 January 2027 and has been awarded for an initial period of two years, with an option for a one-year extension at Pernod Ricard’s discretion.

The move represents the end of a long-standing relationship with Wavemaker, which had worked with Pernod Ricard in India and Singapore for more than two decades. The company acknowledged the agency’s contribution to a range of successful brand-building initiatives and consumer engagement platforms over the years, including Royal Stag Boombox and Xclamat!on’s India Record campaign.

The change comes at a time when premiumisation continues to reshape consumer behaviour across beverage alcohol categories. As consumers increasingly seek higher-value experiences and brands with stronger cultural relevance, advertisers are placing greater emphasis on audience insights, data analytics and innovative media strategies to deepen engagement.

Debasree Dasgupta, Chief Marketing Officer of Pernod Ricard India, said the company is entering a period defined by changing consumer aspirations and stronger cultural influences. She noted that the partnership with Initiative would support the company’s ambition to build brands that resonate more deeply with consumers and the cultures in which they live, while combining consumer understanding, cultural intelligence and media innovation to create long-term impact.

For Initiative, the appointment represents an opportunity to expand its footprint across the region while partnering with one of the world’s leading spirits companies. Rochelle Chhaya, APAC Brand President at Initiative, described the collaboration as a chance to combine strategic thinking, consumer intelligence, data and technology to deliver stronger media outcomes and create meaningful cultural connections for Pernod Ricard’s portfolio of brands.

The partnership reflects a broader trend across the marketing industry, where global and regional advertisers are seeking agency partners capable of integrating data-led decision-making with creative and cultural understanding. By consolidating media responsibilities across multiple APAC markets, Pernod Ricard is positioning itself to drive greater consistency and effectiveness in its communications strategy while adapting to local consumer dynamics. 

As the new arrangement takes effect in 2027, both companies will be focused on translating insights and innovation into measurable business outcomes, with the aim of strengthening brand equity and sustaining growth across a diverse and rapidly evolving Asia-Pacific landscape.