Belvedere Group appoints THEY to launch vodka brand in India

THEY, an Amsterdam and Delhi-based communications agency, has been appointed as lead agency for international wine and spirits company, the Belvedere Group. The new account will be handled by THEY’s India office.

The agency will begin work on the account with the launch of Sobieski Vodka, due for roll-out in India in May 2011. At a later stage, THEY India will help Belvedere launch Sobieski Impress, a range of ready-to-drink flavored beverages, in the Indian market.

Commenting on the win, Tjaco Walvis, managing director, THEY said, “Working on Sobieski is an enormous opportunity. It is a great brand in a booming category in India, where competition is especially strong.”

Xavier Degroote, international development director, Belvedere Group added, “India is a high priority market for us. We have selected THEY to help us build the SOBIESKI brand and create a premium position.”

On the agency's thought behind setting up shop in India, Walvis explained, "We believe that for all the economic growth in India, one of the biggest opportunities for Indian companies is to build strong, valuable and exportable brands. More and more Indian companies seek to bring in the long-term strategic thinking, the creative power and investment discipline that are needed for this. We work hard to bring the best of East and West together, to build strong brands that resonate with Indian people."

Walvis will be handling the Belvedere account from the agency. THEY India's other accounts include Delhi Airport and The Times of India. The agency had developed the airport's positioning in the global market, developed the T3 launch campaign and is also working on the airport's campaign concept 'Explore'. For The Times of India Group, THEY India developed the corporate identity for Times OOH as well as media events and conferences for the communications industry.