back to top
Friday, May 24, 2024
34 C

Radico Khaitan signs Nidhi Agerwal as their brand influencer for Morpheus Brandy



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.

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.

The above news was originally posted on

Aabkari Times Editorial Team
Aabkari Times is a monthly news magazine on Liquor, Excise and Alcohol allied industry; being published since 2009 by the expertise of retired excise dept. associates and alco-bev industry professionals as our editorial team. Our magazine contains different new alco-bev strategic and new brand launch articles as well as news on recent govt. policies, trends on alcohol industry and other important data relevant to the distilleries and industry at the mass.

Subscribe to our magazine

━ more like this

Oil Marketing Companies Seek Bids for Ethanol Supply in ESY 2023-24

In ESY 2023-24, Oil Marketing Companies (OMCs) are seeking bids for the supply of approximately 66 crore litres of Denatured Anhydrous Ethanol. Bidders are...

Haryana’s New Excise Policy to Raise Liquor Prices, Introduce Tracking System

The Haryana government has given the green light to a comprehensive excise policy for the fiscal year 2024-25, slated to take effect from June...

Radico Khaitan Unveils Last Three Bottles of Rampur Signature Reserve at Hyderabad Airport Duty-Free

Radico Khaitan proudly marks its entry into Hyderabad Airport Duty-Free, unveiling the last three bottles of the globally acclaimed Rampur Signature Reserve Indian Single...

Karnataka Government Elevates Liquor Retail with Premium Boutique in Bengaluru

The Karnataka government has inaugurated a high-end liquor boutique in Bengaluru, located at Basaveshwara Nagar, marking a significant step in enhancing the state's retail...

New Year Cheers : A State-by-State Look at India’s New Year Liquor Surge

As the revelry of New Year's Eve subsides, India witnesses a notable surge in liquor sales, indicating a vibrant start to the year. Here's...