Mumbai, India – July 29, 2025 – Tilaknagar Industries, one of India’s most iconic names in the alcoholic beverages industry, has named Tonic Worldwide as the Digital Agency of Record (AOR) for its premium offering, Monarch Legacy Edition Brandy. This strategic alliance underscores Tilaknagar’s intent to elevate Monarch’s digital footprint and establish it as a standout brand in the luxury brandy segment.
Tonic Worldwide will lead the charge on digital strategy, content creation, and storytelling to craft a compelling and refined brand narrative. The agency aims to build strong consumer engagement through immersive digital experiences that spotlight Monarch’s heritage, craftsmanship, and sophisticated appeal.
With a legacy spanning over 90 years, Tilaknagar Industries is recognized for its category-leading spirits portfolio, including popular names such as Mansion House Brandy, Courrier Napoleon Brandy, Mansion House Whisky, Madiraa Rum, and Blue Lagoon Gin. The introduction of Monarch Legacy Edition marks the company’s foray into the luxury spirits segment—an evolution in its commitment to innovation and premiumization.
Commenting on the appointment, Ahmed Rahimtoola, Chief Marketing Officer, Tilaknagar Industries Ltd., said,
“We’re thrilled to welcome Tonic Worldwide as our digital agency for Monarch Legacy Edition, our first luxury offering. As we introduce a brandy that blends heritage with modern elegance, we needed a partner who could truly capture that spirit in the digital space. Tonic’s deep understanding of consumer behaviour, creative agility, and proven track record in building premium brand narratives made them the ideal choice. We’re excited to collaborate with them to craft a distinct and compelling digital presence for Monarch, one that reflects its sophistication and royal character.”
Sudish Balan, Co-Founder & Chief Creative Officer, Tonic Worldwide, added,
“Tonic Worldwide is excited about the opportunity to be the strategic digital partner to accelerate growth, positioning, and consumer engagement for Tilaknagar Industries’ Monarch Legacy Edition – a luxury brandy aiming for national and international recognition. We look forward to crafting compelling narratives that highlight Monarch’s unique craftsmanship and French-Indian heritage, while building the roadmap to realize their vision of leading the Indian luxury spirits market and gaining global acclaim.”
The account will be serviced from Tonic Worldwide’s Mumbai office, and the collaboration is set to reshape how luxury spirits are represented in the digital space in India.
