How Mansion House by Tilaknagar Industries is luring the younger crowd to Brandy with content

New Delhi: Mansion House, the flagship brand of Tilaknagar Industries, has long been a favorite in the alcohol beverage industry, known for its taste and quality. 

Recently, the brand has been expanding its reach to attract a younger audience. In an exclusive conversation with BestMediaInfo.com, Ahmed Rahimtoola, CMO of Tilaknagar Industries, discussed this strategic shift.

“Brandy is often perceived as an ‘old man's drink,’ unlike whiskey, which symbolises status, success and masculinity,” Rahimtoola noted. “However, brandy is actually the second largest alcohol category in India, holding about 22% of the spirits industry. We are revitalising the category to make it more aspirational and relevant by creating a positive narrative through the Mansion House portfolio that young consumers can identify with.

Over the recent years, Mansion House has seen significant growth, with Tilaknagar Industries becoming the fastest-growing alcoholic beverage company in India for the second consecutive year, achieving a 43% growth in FY 2022-23 and 16% in FY 2023-24. This success is attributed to increased sales and shares of Mansion House brandy along with category-first innovations like Mansion House Flandy, a flavoured brandy that has already captured 8-10% of Mansion House’s sales, drawing in younger consumers from beer, vodka, and whiskey categories.

Highlighting the shift towards lifestyle-centric marketing, Rahimtoola explained, “Brands like Flandy are moving away from traditional advertising to embed their products within broader lifestyle narratives. This creates a more engaging and relatable experience for consumers.”

To further this engagement, Mansion House launched its signature campaign titled “A Warm Welcome”, featuring diverse stories of inclusion and acceptance. “Through this campaign, we aimed to invigorate the category’s image by breaking stereotypes and ushering in fresh perspectives,” he said. 

https://www.youtube.com/watch?v=kTVqAcSv6gk

This campaign aligns with our core brand values of warmth, acceptance, inclusivity, and human connection.”

Navigating advertising restrictions in the alcohol beverage industry, Mansion House leverages digital platforms for broader reach while adhering to guidelines. “We’ve used Google, YouTube, and Meta to showcase our campaigns responsibly,” Rahimtoola explained.

Innovation in marketing also includes localising content to reflect regional cultures and nuances. The ‘Warm Welcome’ campaign was adapted into five languages to cater to South India’s diverse linguistic preferences. Collaborations with regional influencers and sponsorships, such as the show ‘Unstoppable’ with a prominent Telugu celebrity, have strengthened regional connections.

Content-driven strategies are pivotal for Mansion House. The focus is on producing content that leverages current trends, and reflects cultural significance. This approach increases brand visibility and engagement.

The importance of digital platforms in shaping branded content cannot be overstated. “Brands like Flandy are capitalising on digital channels to seamlessly blend their messaging into content, allowing for nuanced interactions with the target audience,” said Rahimtoola.

The company’s financial transformation, reducing debt and significantly increasing profitability, has enabled further investment in brand building.

With a clear vision for the future, Mansion House continues to innovate and redefine the brandy category, making it relevant and appealing to a new generation of consumers while honouring its rich legacy.