GianChand Single Malt Partners with INNOCEAN India for Digital and Social Media

GianChand Single Malt, the premium Indian whisky from DeVANS Modern Breweries, has appointed INNOCEAN India as its digital and social media agency. Under the mandate, INNOCEAN India will lead the brand’s digital strategy, creative direction and always-on social storytelling as GianChand strengthens its presence across India and international markets.

INNOCEAN India to Drive Digital Strategy

As part of the partnership, INNOCEAN India will oversee social media strategy and planning, creative and content development, platform-specific content calendars, campaign ideation and amplification, and always-on brand communication.

The agency will also develop storytelling around GianChand’s provenance, craftsmanship and portfolio, alongside communication for product launches, awards and key business milestones. AI-led and technology-enabled content solutions will also form part of the mandate where relevant.

Building on International Recognition

The appointment comes as GianChand continues to build international recognition for its single malt portfolio.

GianChand Single Malt received a Double Gold at the 2026 San Francisco World Spirits Competition, while the brand also secured recognition at the 2025 International Whisky Competition. GianChand Adambaraa was named Best Indian Whisky and Best Indian Single Malt Whisky at the 2025 competition.

Through the new partnership, INNOCEAN India will seek to translate these credentials into a distinctive digital narrative that highlights the brand’s provenance and craftsmanship while engaging a new generation of premium whisky consumers.

Spotlight on Jammu Provenance and Craftsmanship

Distilled and matured at DeVANS Modern Breweries’ distillery, GianChand draws its identity from the region’s Himalayan setting and climatic conditions.

The portfolio includes GianChand Signature, the flagship Indian single malt; GianChand Adambaraa, an unpeated Indian single malt; and GianChand Manshaa, a peated Indian single malt.

The digital mandate will focus on building awareness around GianChand’s Jammu provenance and creating a differentiated social media voice and visual identity for the brand.

Focus on Portfolio and Consumer Engagement

INNOCEAN India will develop dedicated communication for GianChand Signature, Adambaraa and Manshaa, helping consumers understand the distinctive character and story behind each expression.

The agency’s remit will include brand and portfolio campaigns, new product and market launches, award-led communication, whisky education, content around Jammu and the brand’s provenance, consumer engagement initiatives, occasion-led and cultural communication, and collaborations with relevant creators, experts and communities.

The partnership will also involve ongoing performance review and optimisation of GianChand’s social media presence, with the aim of building a consistent digital identity and sustained engagement with contemporary Indian single malt drinkers.

Leadership Perspectives

Jaeho Yoo, CEO and MD, INNOCEAN India, said GianChand’s Indian provenance, craftsmanship and ambition to build a globally respected single malt provide a distinctive foundation for its digital storytelling. He added that the agency aims to develop a contemporary brand world that remains rooted in what makes GianChand uniquely Indian while connecting with a new generation of drinkers.

Santosh Kumar, COO, INNOCEAN India, said the agency was selected for its combination of strategic brand thinking, creative storytelling and digital-first execution. He added that the mandate will focus on translating GianChand’s product quality, provenance and craftsmanship into social-first narratives.

Monalisa Mandal, Sr. VP Marketing, DeVANS Modern Breweries Ltd, said GianChand represents the company’s commitment to creating Indian single malts with a distinctive character and strong sense of provenance. She added that INNOCEAN India’s digital capabilities and AI-first approach aligned with the brand’s next phase of growth.

Supporting GianChand’s Market Expansion

Looking ahead, INNOCEAN India’s mandate will support GianChand’s expansion across priority markets in India and internationally. The partnership will place greater emphasis on the brand’s Jammu roots, craftsmanship and portfolio while amplifying product launches, awards, reviews and other milestones.

The collaboration comes as the Indian single malt category continues to evolve, with GianChand looking to strengthen its digital identity and communicate its portfolio and provenance to discerning, legal-drinking-age audiences in India and overseas.