Initiative Secures Media Mandate for Pernod Ricard Across India and APAC

Pernod Ricard India, one of the leading alcoholic beverages companies in India, has appointed Initiative, an Omnicom Media agency, as its media agency partner across nine key markets in the India and Asia-Pacific (APAC) region. The appointment follows a competitive review of the company’s media mandate.

Initiative will take over the mandate from Wavemaker, which has been a valued partner of Pernod Ricard for more than two decades in India and Singapore. The association has included campaigns, brand activations and consumer engagement platforms such as Royal Stag Boombox and Xclamat!on’s India record campaign.

Pernod Ricard has acknowledged Wavemaker’s contribution, expressing appreciation for the agency’s creativity, commitment and role in the company’s journey over the years.

Focus on Consumer Intelligence and Cultural Connections

The appointment reflects Pernod Ricard’s ambition to strengthen its brand-building approach amid an evolving consumer landscape. With premiumisation accelerating and consumer preferences becoming increasingly nuanced, the company aims to move beyond traditional engagement models and build stronger cultural connections.

Through the partnership, Pernod Ricard and Initiative will focus on combining consumer intelligence, cultural insights and media innovation to strengthen brand platforms, enhance relevance and create impact across diverse markets.

In India, where consumers are increasingly exploring different categories, occasions and experiences, the partnership is expected to support differentiated storytelling and engagement. It will also focus on improving the effectiveness of Pernod Ricard’s media investments as the company responds to changing consumer preferences.

Initiative to Take Over Media Mandate from January 2027

Effective January 1, 2027, Initiative will assume responsibility for Pernod Ricard India’s media mandate. The scope will include media planning and buying, consumer and market insights, reporting and performance measurement, competitive analysis, thought leadership, and strategic collaborations and partnerships.

The engagement will combine regional capabilities with local market expertise to strengthen media effectiveness. The mandate has been awarded for an initial period of two years, with an option to extend it by an additional year at Pernod Ricard’s discretion.

Commenting on the appointment, Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, said, “I am delighted to welcome Initiative as our new media partner. We are at an exciting inflection point where consumer aspirations are evolving, cultural influences are becoming more powerful and premiumisation is creating new opportunities across the category. For us, the ambition is not simply to reach more consumers, but to build brands that resonate more with people and the culture they live in. We see this partnership as an opportunity to bring together sharper consumer understanding, cultural intelligence and media innovation to create enduring brand relevance and impact.”

Rochelle Chhaya, Initiative APAC Brand President, said, “We are incredibly proud and excited to partner with Pernod Ricard across APAC. With an iconic portfolio and a strong legacy of brand-building, Pernod Ricard offers a unique opportunity to push the boundaries of what media can deliver. Our ambition is to combine deep consumer intelligence, bold strategic thinking and the power of data and technology to unlock new possibilities for its brands. We look forward to building a partnership that goes beyond conventional media solutions to create meaningful cultural connections, deliver exceptional brand experiences and set new benchmarks for media effectiveness.”