Chennai: Radico Khaitan, – one of the largest manufactures of Indian Made Foreign Liquor (IMFL) in India signs Nidhi Agerwal, a popular South Indian Model & Actress, as the Brand Influencer for Morpheus Brandy with an aim to increase the popularity of the brand among the youngsters and audiences in southern parts of India. Morpheus Brandy has a big presence in south India which contributes to 90% of the volumes and counts to over 60% Market Share in Premium Brandy segment across India including both the variants.

The brand welcomed Nidhi Agerwal as an influencer during the ongoing campaign called ‘Dare to Dream’, which honour those who have dared to dream beyond the conventional, those who reached success and fame by believing in themselves and in their dreams and worked hard to bring their dreams alive. As Nidhi Agerwal is a successful business school graduate, actor, model, trained ballet, kathak & belly dancer, who also dared to dream big and achieved it young with her passion and talent, she is the true embodiment of a hardworking and talented influencer for the brand, having strong digital footprints.

This is the first time when a company has signed an influencer to expand the footprints digitally in the industry. Digital transformation is forcing companies to change their business models and adapt to the new market reality. Customers expect relevancy in relation to what they’re doing anytime, anywhere and in the format and on the product of their choice. As a result, working with influencers enable companies to cut through the noise and drive followers to the brand. It also increases more visibility to the brand and helps build meaningful online conversations about it.

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Commenting on the association, Amar Sinha, Chief Operating Officer, Radico Khaitan, said, “Nidhi Agerwal is a famous face of South Indian entertainment industry who personifies our philosophy. She has been an inspiration to people while donning multiple hats. Through this collaboration, we aim to ignite a stronger narrative for the brand. We are thrilled to have Nidhi Agerwal join us in this endeavor.”

Moreover, Radico ventured into the Premium IMFL category with the launch of Morpheus XO Brandy in 2009, which is now a successful PAN India brand with a legacy of over a decade. Witnessing the widespread success of Brandy in the country, the company launched its premium category of brandy Morpheus Blue in 2013 in the southern states of Tamil Nadu, Andhra Pradesh and Pondicherry.

The Indian brandy market is highly concentrated in the south and accounts for a market share of more than 1/3rd of the Indian brandy market by region consumption. Despite high presence in the south, Brandy manages to secure the second position in the Indian alcoholic beverages market behind whiskey. Having a significant brandy market among alcobev industry veterans, the franchise is a star performer for the Radico portfolio with one of the highest profitability among all the brands, having the largest National Distribution with a footprint across 23 states. Morpheus comes in a unique bottle inspired by the shape of an inverted Goblet (Brandy Bubble), which is the most interesting characteristic of the product apart from a superior blend.

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