Pernod Ricard India has appointed Initiative, an Omnicom Media agency, as its media agency partner across nine key markets in India and the Asia-Pacific (APAC) region. The appointment follows a competitive review of the company’s media mandate, with Initiative set to take over from Wavemaker. The new partnership will come into effect on January 1, 2027, marking a shift in the media agency relationship for the spirits company as it looks to strengthen its brand-building efforts across the region.
The transition brings an end to Wavemaker’s association with Pernod Ricard spanning more than two decades in India and Singapore. During this partnership, the agency contributed to several prominent campaigns, brand activations and consumer engagement platforms, including Royal Stag Boombox and Xclamat!on’s India record campaign. Pernod Ricard acknowledged Wavemaker’s contribution, expressing appreciation for its creativity, commitment and role in the company’s journey over the years.
The appointment of Initiative reflects Pernod Ricard’s focus on the next phase of brand-building amid changing consumer preferences and accelerating premiumisation. The partnership will focus on combining consumer intelligence, cultural insights and media innovation to strengthen brand platforms, increase cultural relevance and drive engagement across diverse markets. In India, where consumers are increasingly exploring different categories, occasions and experiences, the collaboration is expected to support differentiated storytelling while improving the effectiveness of media investments.
Under the new mandate, Initiative will handle media planning and buying, consumer and market insights, reporting and performance measurement, competitive analysis, thought leadership, and strategic collaborations and partnerships. The engagement will bring together regional capabilities and local market expertise to support Pernod Ricard’s media objectives across the nine markets. The mandate has been awarded for an initial period of two years, with an option for Pernod Ricard to extend it by another year at its discretion.
Commenting on the appointment, Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, said the company was entering an important phase as consumer aspirations and cultural influences continue to evolve. She highlighted the growing opportunities emerging from premiumisation and said the objective was to build brands that resonate more deeply with consumers and the culture they engage with. She added that the partnership would bring together sharper consumer understanding, cultural intelligence and media innovation to create sustained brand relevance and impact.
Rochelle Chhaya, Initiative APAC Brand President, said the agency was proud to partner with Pernod Ricard across the region. She highlighted the opportunity to combine consumer intelligence, strategic thinking, data and technology to unlock new possibilities for the company’s brand portfolio. Chhaya added that Initiative aims to move beyond conventional media solutions by creating meaningful cultural connections, delivering brand experiences and strengthening media effectiveness.
With the new partnership scheduled to begin in January 2027, Pernod Ricard and Initiative will focus on building a regional media approach that balances global capabilities with local market understanding. The appointment marks a new phase in the company’s media strategy as it looks to navigate evolving consumer behaviour and strengthen its presence across the India and APAC markets.