Madison prevailed in a pitch that included at least four agencies, including the incumbent. The shift comes after the return of Bacardi Thailand MD Mahesh Madhavan to become president and CEO of BMI.
“We have aggressive plans to grow our global portfolio of brands, especially Bacardi Superior Rum, in India,” said Luis Bach, Bacardi regional director.
“India has been identified as a priority growth investment market.”
BMI is believed to be preparing to launch new brands in India, and has upped its media spend considerably over the past year.
“The biggest challenge for this industry continues to be how to advertise legitimately,” said Madison chairman Sam Balsara.
