Publicis will focus mainly on Allied's core brand Teacher's Scotch Whisky and develop a campaign for the Teacher's Achievement Awards, which aims to recognise and reward individual excellence in all walks of life. As India has tight restrictions on liquor advertising, marketing activities will be mainly below-the-line or as events, however, the awards allow the brand to advertise above-the-line. Allied Domecq managing director Harish Moolchandani said: "We are confident it will bring a fresh approach to stimulate our campaigns in India."
The move also marks a shift from commission to fee-based remuneration.