In a multi-agency pitch, Creativeland Asia has won the creative duties for John Distilleries Ltd (JDL).

The agency's Mumbai office has been entrusted with the launch of JDL's two alcohol brands – Salute vodka and Mont Castle brandy – apart from JDL's existing whisky brand, Original Choice.

Speaking on the development, Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia said, "It's a challenging and interesting set of brands to handle. JDL's passion to do something that's never been done before and their vision for their brands excited us at the outset. Our prior experience of working on some of the top alcohol brands in the world, our understanding of the market and the strength of our ideas helped us seal it with JDL."

Two years ago, Creativeland Asia had launched Diageo's Indian wine portfolio including its first domestic wine Nilaya. The agency was also involved in the launch of Guinness beer and Bailey's Irish Cream in the country. "We've been waiting for an alcohol brand at Creativeland. And true to our tradition, we're rearing to create excitement in this category too," said Kurup.

Asif Adil, vice chairman and CEO, JDL said, "We were impressed with the quality and clarity of Creativeland's ideas for our brands. I'm sure Sajan and his team will rise to the occasion and deliver some outstanding creative work."