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Tonic Worldwide Wins Digital Mandate for Monarch Legacy Edition Brandy

Tonic Worldwide Wins Digital Mandate for Monarch Legacy Edition Brandy

Agency to build premium positioning for Tilaknagar Industries’ first luxury brandy

Tilaknagar Industries has appointed Tonic Worldwide as the Digital Agency of Record (AOR) for its newly launched luxury brandy, Monarch Legacy Edition. As part of the mandate, the agency will spearhead digital strategy and content to build brand awareness and establish Monarch as a premium name in India’s evolving spirits market.

Tilaknagar Industries, with a legacy of over 90 years in the Indian alcoholic beverage industry, is known for marquee labels such as Mansion House BrandyCourrier NapoleonMansion House WhiskyMadiraa Rum, and Blue Lagoon Gin. The launch of Monarch Legacy Edition marks its strategic entry into the luxury segment.

Commenting on the partnership, Ahmed Rahimtoola, Chief Marketing Officer at Tilaknagar Industries, said,
“As we unveil Monarch Legacy Edition-a blend of tradition and modern sophistication-we were seeking a digital partner who understands luxury positioning. Tonic Worldwide stood out with its strategic depth, creative prowess, and track record with premium brands. We look forward to a strong digital narrative that captures the elegance and heritage of Monarch.”

Sudish Balan, Co-founder and Chief Creative Officer, Tonic Worldwide, added,
“We’re proud to partner with Tilaknagar Industries for Monarch Legacy Edition. This is more than a digital mandate-it’s about storytelling, heritage, and building a premium Indian brand for global recognition. Our focus will be to position Monarch as the crown jewel in India’s luxury spirits space through engaging, strategic content rooted in its Indo-French legacy.”

The account will be managed from Tonic Worldwide’s Mumbai office.

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