Published on: September 17, 2026
17th September, India: INNOCEAN India now leads social for GianChand Single Malt, the premium Indian whisky from DeVANS Modern Breweries. Following its recent global accolades, including a Double Gold at the 2026 San Francisco World Spirits Competition and Best Indian Single Malt at the 2025 International Whisky Competition, GianChand Single Malt has appointed INNOCEAN India as its digital and social media agency. Under the mandate, the agency will lead the brand’s digital strategy, creative direction and always-on storytelling as GianChand continues to strengthen its presence across India and international markets.
Through this partnership, INNOCEAN India will build a distinctive digital narrative for the brand, bringing to life its rich provenance, craftsmanship and portfolio including Signature, Adambaraa and Manshaa while engaging a new generation of premium whisky consumers.
As part of the mandate, INNOCEAN India will lead social media strategy and planning, creative and content development, platform-specific content calendars, campaign ideation and amplification, and always-on brand communication for GianChand. The scope also includes storytelling around the brand’s provenance, craftsmanship and portfolio; communication supporting product launches, awards and key business milestones; AI-led and technology-enabled content solutions, where relevant; and ongoing performance review and optimisation of the brand’s social presence. The partnership is designed to give GianChand a distinctive and consistent digital identity, while building stronger, more meaningful engagement with contemporary Indian single malt drinkers.
Distilled and matured at the company’s distillery, GianChand draws its identity from the region’s distinctive Himalayan setting and climatic conditions. Its portfolio includes GianChand Signature, the flagship Indian single malt; GianChand Adambaraa, an unpeated Indian single malt; and GianChand Manshaa, a peated Indian single malt. The range has already built strong international credentials. GianChand Adambaraa was named Best Indian Whisky and Best Indian Single Malt Whisky at the 2025 International Whisky Competition, and GianChand Single Malt received Double Gold at the 2026 San Francisco World Spirits Competition.
The partnership will focus on establishing GianChand as a distinctive and highly regarded Indian single malt brand, building awareness of its Jammu provenance and craftsmanship, and creating a differentiated social media voice and visual identity. It will also aim to strengthen engagement with discerning consumers and whisky enthusiasts, introduce the brand to newer and younger legal-drinking-age audiences, and build greater awareness of the complete GianChand portfolio. Beyond day-to-day content, the mandate will amplify product launches, awards, reviews and other brand milestones, and support GianChand’s expansion across priority markets in India and internationally, reinforcing its position within the rapidly evolving Indian single malt category.
“GianChand has something that is increasingly rare in the premium spirits category – a genuinely distinctive story to tell. Its Indian provenance, craftsmanship and ambition to build a globally respected single malt give us far more to work with than a conventional product narrative. Our opportunity at INNOCEAN India is to turn those strengths into a contemporary brand world that people want to engage with, not simply communicate them as heritage credentials. We want to make GianChand culturally relevant to a new generation of drinkers while staying true to what makes the brand uniquely Indian. That balance between authenticity and modernity is what makes this partnership particularly exciting for us.” commented Jaeho Yoo, CEO and MD, INNOCEAN India.
Santosh Kumar, COO, INNOCEAN India, added, “INNOCEAN was selected for its ability to combine strategic brand thinking, creative storytelling and digital-first execution. Our mandate is to translate GianChand’s product quality, provenance and craftsmanship into engaging social-first narratives capable of building both brand stature and sustained consumer engagement, and we’re excited to bring that ambition to life.”
“GianChand represents our commitment to creating world-class Indian single malts with a distinctive character and a strong sense of provenance. As the brand enters its next phase of growth, we wanted a social media partner that could combine strategic clarity, creative storytelling and a future-facing approach,” said Monalisa Mandal, Sr. VP Marketing, DeVANS Modern Breweries Ltd. “INNOCEAN’s digital capabilities and AI-first thinking aligned well with our ambition. We look forward to working together to build stronger conversations around GianChand and take the spirit of Jammu to a wider audience.”
Looking ahead, INNOCEAN will create dedicated communication around GianChand’s flagship Signature expression as well as Adambaraa and Manshaa, helping consumers understand the distinctive character and story of each offering, while amplifying the brand’s growing international recognition. The mandate will support brand and portfolio campaigns, new product and market launches, award and recognition-led communication, content centred on Jammu and the brand’s provenance, craftsmanship and whisky-education content, consumer engagement initiatives, occasion-led and cultural communication, and collaborations with relevant creators, experts and communities.
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