Published on: June 12, 2026
Pernod Ricard India has reportedly appointed independent creative agency ZeroFifty Mediaworks as one of its creative partners after a competitive pitch process, marking a significant win for the newly established agency.
According to sources familiar with the development, ZeroFifty Mediaworks has secured a three-year creative mandate covering select brands within Pernod Ricard India’s portfolio, including Absolut. The spirits company is also expected to retain and potentially onboard additional agency partners as part of its evolving marketing structure.
Current agency partners Ogilvy and Omnicom Advertising India remain under consideration for other brands across Pernod Ricard’s extensive portfolio.
The appointment comes shortly after Pernod Ricard India initiated a review of its creative responsibilities, inviting agencies to compete for strategic and creative assignments across multiple brands. Previously, these duties were shared between Ogilvy and Omnicom Advertising India.
Industry observers suggest the move reflects the company’s growing preference for a hybrid agency model that combines the agility and senior-level involvement of independent agencies with the scale and execution capabilities of larger network firms.
Neither Pernod Ricard India nor ZeroFifty Mediaworks commented on the development.
The mandate represents a major achievement for ZeroFifty Mediaworks, which was founded by industry veterans Rajiv Chatterjee, Shriram Iyer, and T Gangadhar.
Collectively, the founders bring decades of experience from leading advertising agencies. Chatterjee is widely recognized for his leadership roles at Lintas, while Iyer and Gangadhar have played key roles in shaping impactful campaigns and brand-building initiatives throughout their careers, including their work at Tilt Brand Solutions.
Industry experts believe the founders’ strategic expertise and hands-on approach helped the agency stand out against larger network competitors.
“The market is increasingly opening up to senior-led independent agencies that can provide direct access to experienced talent and faster decision-making,” said a senior agency executive aware of the review process. “For marketers looking to build differentiated brands, that proposition is becoming increasingly attractive.”
Pernod Ricard’s portfolio is among the most coveted in the alcoholic beverages sector, encompassing brands such as Royal Stag, Blenders Pride, Chivas Regal, Jameson, Absolut, and The Glenlivet.
India remains a key growth market for the company, particularly as it continues to focus on premiumisation and innovation-driven expansion. The company has increased investments in premium and prestige labels to meet changing consumer preferences and growing demand for higher-value offerings.
The creative review forms part of a broader reassessment of Pernod Ricard India’s marketing operations. The company recently began reviewing its media mandate as well.
With advertising and promotional expenditures estimated at approximately ₹864 crore in FY25, the company remains one of the largest marketing spenders in the category.
The appointment highlights a broader trend within the advertising industry, where major advertisers are increasingly allocating strategic assignments to independent agencies known for their specialist expertise, agility, and senior leadership involvement.
While large network agencies continue to dominate integrated mandates, independent firms are gaining traction by offering streamlined structures, quicker decision-making, and closer client collaboration.
For ZeroFifty Mediaworks, securing the Pernod Ricard business serves as an important endorsement of its business model and strengthens its position among India’s emerging independent creative agencies.
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