Brief Overview:

A premium alco-beverage company is looking to onboard an integrated marketing agency to drive brand growth and consumer acquisition for its flagship portfolio brand and two other brands. (70% focus and investments will be on the flagship brand.) This is a time-sensitive mandate, with the brand keen to move quickly on identifying the right partner.

Timeline:

The mandate will run for an initial period of 12 months, with a strong focus on building brand salience and scaling demand through digital and on-ground efforts.

Budget:

Media investments are planned in the ₹15–18 lakh/month range for the first 6 months, with potential scale-up based on performance.

Brief Requirements:

The agency will be responsible for end-to-end marketing support across:

1. Social Media & Content Management:

a. The agency will manage the end-to-end social media presence for the brand portfolio.

b. Scope includes:

i. Content strategy and monthly content calendar

ii. Platform management across key social media channels and community

management

iii. Creation of static, motion, and short-form content assets (a significant bank of

content already exists. The intent is to use this and supplement if there is additional

requirements)

iv. Campaign-based storytelling for brand launches, events, and promotions

v. Monitoring and responding to consumer engagement where applicable

c. Deliverables – intensity to be decided by the Agency on the basis of business goals set up

by ~ 100k cases over the during FY27.

d. Platform selection – as per Agency recommendation to reach relevant audiences at scale.

The brand may develop a surrogate portfolio during this period – enabling additional platforms to

be added to the mix.

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2. Performance Marketing & Media Buying

a. The agency will manage paid digital media planning and execution.

b. Scope:

i. Media strategy and budget allocation

ii. Audience targeting and segmentation

iii. Paid media execution across relevant platforms

iv. Campaign optimisation and A/B testing

v. Performance monitoring and ROI improvement – focus on efficient use of resources

to maximise working media investments.

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3. Media Transparency Requirement

a. The agency will:

i. Provide direct access to advertising accounts

ii. Share platform-level invoices

iii. Maintain complete transparency of media spends

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4. Campaign Development

a. The agency will support digital campaigns including:

i. Consumer promotions

ii. Influencer collaborations

iii. Cultural moments and event amplification

iv. Digital storytelling for brand narratives

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5. Limited Creative Adaptations for BTL Initiatives

a. The agency may support adaptations of campaign creatives for select offline marketing

initiatives, where required.

b. This may include adaptations for:

i. POSM communication

ii. Retail promotion creatives

iii. Consumer promotion communication

iv. Event-related brand communication

c. Note: Offline creative work will primarily involve adaptation of existing campaign assets

rather than fresh creative development, and will be limited to reasonable support required

during the engagement period.

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6. Reporting & Governance

a. The agency will provide:

i. Weekly campaign monitoring updates

ii. Monthly performance reports

iii. Campaign dashboards and analytics

iv. Strategic optimisation recommendations

v. Monthly review meetings will be conducted to evaluate performance and plan

upcoming initiatives.

Primary focus:

‍Driving brand salience and consumer acquisition for the hero product portfolio.

Agency Requirements:

The brand is looking for an agency that:

• Has strong integrated capabilities across social, performance, and media
• Demonstrates experience working with premium/lifestyle brands (alcobev experience is preferred)
• Brings strategic thinking, not just execution support
• Is comfortable with fast-paced, performance-driven mandates