Ahmed Rahimtoola on fostering togetherness for brandy brand Mansion House

In an exclusive interview with Adgully, Ahmed Rahimtoola, Chief Marketing Officer, Tilaknagar Industries, discusses the inspiration behind the innovative ‘A Warm Welcome’ brand proposition for Mansion House. He unveils how the campaign reflects the core values and vision of Tilaknagar Industries, while setting a new direction for the brandy category. He shares insights into the strategies that will evoke emotions and establish genuine connections, the campaign’s impact on the competitive alcohol industry, and the role of visual storytelling in conveying the essence of ‘A Warm Welcome’.

Rahimtoola also delves into the incorporation of diversity and inclusivity, leveraging legacy and modern marketing strategies, and the pivotal role of technology in amplifying the campaign’s reach. Furthermore, he outlines the metrics that will gauge the success of the campaign and its potential to revitalise the brandy category in India. Excerpts:

Could you share with us the inspiration behind the new brand proposition, ‘A Warm Welcome’, for Mansion House? How does it reflect the core values and vision of Tilaknagar Industries?

The inspiration behind our new brand proposition, ‘A Warm Welcome’, for Mansion House stems from our profound commitment to celebrating authentic human connections and genuine interactions. In a world that’s often fast-paced and transactional, we wanted Mansion House to stand for something deeper – the warmth and compassion that transcend boundaries and foster a sense of togetherness.

This proposition mirrors the core values and vision of Tilaknagar Industries. We believe in the power of shared moments, in welcoming others with open arms, and in nurturing connections that last a lifetime. ‘A Warm Welcome’ embodies these values, inviting consumers to embrace inclusivity, celebrate relationships, and cherish the genuine connections that make life richer. It’s a testament to our dedication to crafting experiences that go beyond just a product, touching the hearts of our consumers and reflecting the essence of Tilaknagar Industries.

The concept of ‘A Warm Welcome’ seems to focus on human connections and inclusivity. How does this align with Mansion House’s identity and the broader market trends?

Today’s consumers are not just looking for products; they are seeking experiences that reflect their values and aspirations. As market trends shift towards brands that prioritise meaningful interactions and shared experiences, ‘A Warm Welcome’ positions Mansion House as more than just a beverage – it becomes a symbol of fostering connections, celebrating diverse stories, and embracing the power of togetherness.

This alignment reflects not only our brand’s values, but also the deeper desires of today’s consumers.

Could you elaborate on how Mansion House plans to evoke emotions and establish deeper human connections through this new brand proposition? What strategies are in place to make this connection genuine and impactful?

The core strategy behind ‘A Warm Welcome’ is to tap into genuine emotions and create authentic human connections.

To achieve this, we have designed a multi-faceted approach:

Compelling storytelling: Our campaign scenarios are crafted to depict relatable and heartfelt moments. By showcasing diverse characters and experiences, we evoke emotions that consumers can connect with on a personal level. This relatability ensures that the emotions conveyed are not just scripted, but genuinely felt.

Inclusivity and diversity: The campaign transcends boundaries and stereotypes, celebrating inclusivity and diversity. This approach fosters a sense of belonging and resonates with a wider audience, reflecting the real world where connections transcend cultural, gender, and social barriers.

Subtle communication: Our communication strategy ensures that the emotional connection is subtly woven into the narrative rather than being overtly stated. This allows viewers to interpret and feel the emotions naturally, making the connection more impactful and lasting.

Ongoing engagement: The campaign is not just a one-time endeavour, but a starting point for ongoing engagement. We plan to encourage consumers to participate in the narrative, share their own stories of warm welcomes, thus creating a community of like-minded individuals who value authentic connections.

In the context of the competitive alcohol industry, how do you envision ‘A Warm Welcome’ setting Mansion House apart from other brands? What unique value does this proposition bring to the market?

‘A Warm Welcome’ is a pivotal campaign that not only aligns with Mansion House’s core values, but also charts new territory in the brandy category. In an industry where communication norms are well established for other spirits, such as whiskey and vodka, brandy lacks a distinct identity.

Our campaign goes beyond the conventional product-centric messaging and the stories of success and achievement. It taps into the universal desire for meaningful human connections and inclusivity, resonating with consumers on a personal level. This narrative depth creates a richer brand experience and cultural resonance, setting us apart from some brands that merely focus on surface-level communication.

‘A Warm Welcome’ is not a short-lived campaign, but a philosophy that can guide our brand’s communication for the long term and pioneering a category code that redefines the brandy experience.

The promotional film associated with the new brand proposition is described as “heartwarming”. How do you plan to leverage visual storytelling to convey the essence of ‘A Warm Welcome’ effectively to your target audience?

Visual storytelling is at the core of our film, aligning perfectly with the heartwarming essence of ‘A Warm Welcome’. Our strategy revolves around capturing relatable human moments that resonate with our target audience. By depicting diverse scenarios that symbolise inclusivity and genuine connections, we are creating an emotional bond that transcends language and cultural barriers.

Through captivating visuals, we’re bringing to life the core values of Mansion House and the new brand proposition. This evocative storytelling approach aims to ignite emotions and inspire viewers to embrace the spirit of ‘A Warm Welcome’. The film becomes a reflection of our audience’s own experiences, making the campaign not just about a product, but a celebration of shared humanity.

Diversity and inclusivity are important themes in ‘A Warm Welcome’. How will Mansion House translate these values into its marketing campaigns and interactions with customers?

Diversity and inclusivity are deeply embedded in the fabric of ‘A Warm Welcome’ and Mansion House’s ethos. In our marketing campaigns, we will continue to celebrate diverse narratives that mirror real-life connections.

We intend to collaborate with local communities and influencers to amplify these messages, ensuring that our campaigns are not only relatable, but also reflective of the richness of the regions we operate in. By fostering genuine connections and authentic conversations, we aim to create a brand experience that embraces everyone, making them feel seen, heard, and valued.

With over 75 years of excellence in the consumer goods category, how does Mansion House plan to leverage its legacy while embracing modern marketing strategies to resonate with today’s consumers?

Mansion House’s legacy is a cornerstone of our brand identity, reflecting our commitment to quality and authenticity. While we honour our rich history, we’re also agile in embracing modern marketing strategies that align with today’s dynamic consumer landscape.

We blend the time-tested craftsmanship of our products with innovative storytelling and digital engagement. By infusing our legacy with contemporary narratives, we connect with consumers who seek both tradition and relevance. This synergy allows us to engage a wider audience while staying rooted in the values that have defined us for decades.

Could you provide insights into the research and analysis that went into crafting the ‘A Warm Welcome’ brand proposition? What consumer trends or insights guided the development of this campaign?

As part of our ongoing strategy, we undertake various research initiatives to understand our audience preferences, aspirations, and attitudes. What we found very interesting and insightful is the authenticity in the interactions and relationships in the lives of our audience. These are ordinary people but extraordinary human beings not bound by social, economic or any other boundaries in demonstrating genuine warmth in their day to day life. This proved as a big inspiration for us to script a narrative that is an ode to humanity that we see in us and around us every day.

Emotional storytelling can sometimes be challenging to execute effectively. How do you ensure that the emotional resonance of ‘A Warm Welcome’ remains consistent across different marketing channels and touchpoints?

Emotional storytelling can be a challenge if it lacks authenticity, but we didn’t face that challenge. Our collaborative approach with StoryBoats, our creative partner, ensured that right from conceptualising to crafting and finally the production, committed to building a meaningful narrative that is real, human, simple and not contrived.

Moreover maintaining consistent emotional resonance across various marketing channels and touchpoints is crucial for the success of ‘A Warm Welcome’ campaign. We achieve this by adhering to a cohesive storytelling framework and visual identity. We have established a comprehensive creative guideline that outlines the key emotional cues, visual elements, and messaging tone to be maintained across all platforms whether it’s on social media, traditional advertising, or in-store displays. This guideline serves as a compass to align our creative teams, ensuring that the essence of the campaign is consistently translated.

What role do you see technology and digital platforms playing in amplifying the reach and impact of the ‘A Warm Welcome’ campaign? How do you plan to engage with your target audience through various online channels?

In today’s digital age, technology and digital platforms provide an expansive canvas to connect with our target audience on a more personal level. We are leveraging social media platforms, video-sharing platforms, and other distribution platforms to disseminate the campaign narrative.

Engagement will be multifaceted, involving interactive posts, behind-the-scenes content, and relatable user-generated content campaigns. We’re keen on initiating conversations, inviting people to share their warm welcome stories, and fostering an online community that resonates with our brand’s values.

Furthermore, leveraging data analytics, we will strategically refine our digital approach based on user engagement patterns, ensuring our content is continually tailored to maintain and enhance audience engagement. With a blend of creative storytelling and technological innovation, we are working on managing a digital campaign that’s immersive, relatable, and impactful.

As the Chief Marketing Officer, how do you measure the success of the ‘A Warm Welcome’ campaign? What key performance indicators (KPIs) will you be tracking to gauge its effectiveness?

As CMO, my priorities revolve around revitalising the Brandy category (with Mansion House leading the way) in India, which has experienced a decline in relevance compared to whisky. One of my main challenges is overcoming the perception that whisky is a more aspirational choice, while Brandy remains relatively dormant. Through an emotionally strong narrative of ‘A Warm Welcome’ we have made an emphatic start to defining the brandy category code.

As next steps, measuring the success of the ‘A Warm Welcome’ campaign involves tracking key performance indicators (KPIs) that align with our campaign objectives. We’ll closely monitor metrics such as brand sentiment analysis, engagement rates on social media, video views and brand track scores.

Additionally, we’ll assess the campaign’s impact on brand awareness through metrics like reach, impressions, and share of voice within the industry. Conversion rates and customer retention rates will provide insights into the campaign’s effectiveness in driving customer loyalty and advocacy.

Moreover, consumer feedback – both qualitative and quantitative – will guide us in understanding how well the campaign resonates with our target audience. But perhaps the one of the most important metric is how this campaign becomes a conversation and becomes a culture commentary.

By continuously evaluating these KPIs, we aim to ensure that ‘A Warm Welcome’ not only captures hearts, but also drives tangible results in terms of increased brand affinity, customer engagement, and business growth.