Published on: November 11, 2026
Pernod Ricard India has selected Initiative, part of Omnicom Media, to manage its media mandate across nine markets in India and the Asia-Pacific (APAC) region. The appointment follows a competitive agency review.
The account covers India, China, Hong Kong, Japan, Taiwan, Australia, New Zealand, Singapore and South Korea. Initiative will succeed Wavemaker, which has partnered with Pernod Ricard for more than 20 years in India and Singapore.
During its long-standing association with the company, Wavemaker contributed to several brand campaigns and platforms, including Royal Stag Boombox and Xclamat!’s India record campaign. Pernod Ricard has recognised the agency’s role in supporting its brand-building initiatives.
The new partnership will prioritise media innovation, consumer insights and cultural understanding to strengthen brand platforms and deepen audience engagement across the nine markets. In India, the collaboration will also focus on responding to changing consumer preferences across product categories, occasions and experiences.
Starting January 1, 2027, Initiative will oversee media planning and buying, consumer and market research, reporting and performance evaluation, competitive analysis, thought leadership, and strategic partnerships and collaborations.
The agreement will run for an initial two-year term, with Pernod Ricard retaining the option to extend the mandate by an additional year.
Commenting on the appointment, Debasree Dasgupta, Chief Marketing Officer at Pernod Ricard India, said, “ I am delighted to welcome Initiative as our new media partner. We are at an exciting inflection point where consumer aspirations are evolving, cultural influences are becoming more powerful and premiumisation is creating new opportunities across the category. For us, the ambition is not simply to reach more consumers, but to build brands that resonate more with people and the culture they live in. We see this partnership as an opportunity to bring together sharper consumer understanding, cultural intelligence and media innovation to create enduring brand relevance and impact.”
Rochelle Chhaya, Initiative APAC Brand President, said, “We are incredibly proud and excited to partner with Pernod Ricard across APAC. With an iconic portfolio and a strong legacy of brand-building, Pernod Ricard offers a unique opportunity to push the boundaries of what media can deliver. Our ambition is to combine deep consumer intelligence, bold strategic thinking and the power of data and technology to unlock new possibilities for its brands. We look forward to building a partnership that goes beyond conventional media solutions to create meaningful cultural connections, deliver exceptional brand experiences and set new benchmarks for media effectiveness.”
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