Spyk Hard Seltzer has appointed Fruitbowl Digital for its digital and creative duties.
The agency will be responsible for the alcobev's marketing and content creation and establish its brand presence amongst consumers pan India.
The account was won post a multi-agency pitch and will be handled by Fruitbowl Digital's Mumbai office.
Vimal Chand, CEO, Spyk Hard Seltzer, said, “Breezers and other fruit-flavoured cocktails have previously been seen as women’s drinks, especially in a country like India where men stick to beer or hard liquor. But that’s changing - with the modern drinkers looking for a fun alternative light on their body, adaptable to whatever mood they’re in but still strong enough to give them the right buzz for their buck. We even chose Bengaluru for our Hard Seltzer launch because of its diverse and young population of drinkers who are open to exploration. Our aim is to give drinking a new, balanced face that speaks to the under 35s of today and their work hard play hard lifestyle."
Siddarth Sudhakar, head of growth, Fruitbowl Digital, said, “It’s always a fun challenge to introduce a game changer. You’re not just floating a new concept to a consumer that does things a certain way but you’re also doing everything you can to be seen through all the clutter. Alcohol has always been more of a lifestyle than a product and Spyk is as versatile as it is innovative. In this bar menu-like clutter that is today’s content consumption ecosystem, we will bring together the right people, saying the right things, to the right music, in the right mood and on the right platform to show patrons how, where and why Hard Seltzer is the future of 'drinking your way' and that Spyk is the one to pick.”
