"Leo Burnett won the business on account of their strategic planning, but more so on account of the people who will be involved with the brand," said Mahesh Madhavan, president and CEO, BMI.
Arvind Sharma, CEO and chairman of Leo Burnett has recruited a team including Sameer Gangahar from JWT to work on the account.
Given restrictions on alcohol advertising on television in India, most of BMI's ad budget will go on below-the-line activation, in particular the Bacardi BLive music CDs.
