Ayaesha Gooptu on Bacardi’s Legacy Collective and elevating homegrown brands

In an exclusive interview with Adgully, Ayaesha Gooptu, Head of Domestic Spirits at Bacardi in India, delves into the concept and vision behind the Legacy Collective, a platform that celebrates and promotes homegrown Indian brands. With a focus on premiumisation, India-made products, and a keen eye on consumer trends, Legacy Collective has been making waves in the dynamic Indian market. Discover how this innovative initiative aligns with Bacardi’s brand strategy, fosters a lasting admiration for local craftsmanship, and prepares to leave an enduring impact during the festive season this year.

What is the concept behind the recent campaign for Legacy Collective and what inspired the association with Ranbir Kapoor as the face of the brand?

Keeping consumers at heart is central to everything we do at Bacardi, which is why we are always vigilant of the ever-evolving needs and preferences of consumers across key markets. Over the past few years, a strengthening Make-in-India sentiment seems to have swept the Indian market, with recent reports pointing to an impressive 40% CAGR in D2C brands in India. Recognising this trend ahead of the curve, we launched Legacy Collective in December last year with the aim to honour the passion of homegrown brands in India, who have just begun or continue to elevate their journey. The release of our latest brand film comes as another step in this direction.

Launched across TV, Social Media, Digital and Cinemas, the brand film featuring Ranbir Kapoor drives home the profound message that a legacy is not just for a select few, but rather can be built by anyone who embarks on their journey to success inspiring audiences to befriend time as their ally and craft their own legacy with passion. Ranbir Kapoor is a talented and passionate actor, who has carved a niche for himself as someone who has been ‘building one’s own legacy’. We are very excited about our latest brand film with the actor, who embodies these core ethos of the platform. We are confident that it will strike a chord amongst equally passionate audiences across the country.

With the influx of homegrown brands in India, what consumer trends are you observing regarding premiumisation and the demand for Indian-made products? How does Legacy Collective cater to these trends?

Indian consumers seem to be raising the bar on quality – showing a greater preference for premium products across categories. In fact, recent reports reveal that this penchant for quality is a widespread phenomenon that has transcended the urban confines of metro cities. Today, non-urban areas too are showing a surge in demand for premium products in certain categories.

Leveraging these trends as opportunities to cater India’s love for premium and localised experiences, the Legacy Collective features a range of exquisite homegrown brands that are shaping the future legacy of lifestyle in India, the unique platform brings India’s impressive pool of visionary homegrown brands closer to the hearts of modern Indian consumers.

Could you share some insights into the innovative marketing mix and platforms that Bacardi has employed to create awareness about Legacy Collective among consumers?

As the Make-in-India spirit in the country emboldens, we remain dedicated to championing the Legacy Collective ethos of supporting homegrown brands nationwide. Ever since the launch of the Legacy Collective in December last year, we have worked on some exciting collaborations that have enabled us to popularise the Legacy Collective ethos across the country. On Father’s Day, we launched a special campaign featuring actor Boman Irani and his sons, which received immense love from audiences. Most recently, we are very excited about our latest TVC with Ranbir Kapoor that will surely excite Indian audiences. Prior to this, we have collaborated with other distinguished personalities such as Manav Kaul, Ali Fazal and Shailesh Lodha for World Poetry Day; and Shweta Tripathi Sharma for Women’s Day. We leveraged social media platforms to amplify these campaigns.

What can we expect from Legacy Collective in terms of growth and product category expansion in 2023? Are there any exciting developments or partnerships on the horizon?

At present, Legacy Collective proudly features an assortment of products resulting from collaborations with three distinguished brands: Isak Fragrances, recognised for their opulent perfumery; The Postbox, a purveyor of premium leather accessories; and Jaipur Watch Company, India’s inaugural bespoke watch manufacturer. These Indian brands excel in the meticulous craftsmanship of their products, epitomising luxury while deeply resonating with the discerning tastes of Indian consumers. We will continue to collaborate with homegrown brands that resonate with the ethos of the Legacy Collective.

The upcoming festive season is an important time for brands in India. How is Legacy Collective planning to position itself uniquely in the market during this festive season, and what is the strategy behind it?

India is home to a melting pot of cultures, making the festive season a truly crucial time to engage customers in unique and exciting ways across different parts of the country. With celebrations, gatherings, giftings in full swing, this is a great time to connect with existing customers and appeal to new ones in the dynamic market which is at its vibrant best during this time of the year.

As we approach the upcoming festive season, we will remain active with different initiatives that engage key consumer touch-points, skillfully crafted to elevate the overall experience of Indian consumers. Our objective is not merely to achieve market share dominance within this segment; it centers on fostering a lasting admiration for our brand. We aim to achieve this through strategic associations with significant cultural occasions that ignite excitement and motivation in our Indian consumers, including the forthcoming World Cup, highly anticipated movie premieres, and pertinent topical events. We believe that by nurturing profound connections and curating exhilarating experiences, we will engrave an enduring impact in the hearts of our consumers, extending far beyond the festive season.

Bacardi is known for its heritage and global presence. How does Legacy Collective leverage this heritage while maintaining its focus on Indian-made brands and products?

Legacy Collective is a one-of-its-kind platform that features the finest selection of luxurious homegrown products. Each of these products is crafted with age-old wisdom and tradition at heart, while bringing the best of modernity through innovation. The result is a seamless blend of modern thinking and tradition that allows us to retain the inherent heritage of Indian-made brands and products, while embracing the spirit of creativity and innovation that Bacardi stands for across the globe.

Could you provide some insights into the selection process for the homegrown Indian products featured on Legacy Collective? What criteria are used to curate the offerings?

With a passion for premium and homegrown products brewing in the country, we sought out to ensure that every brand associated with Legacy Collective comes with an enthralling story behind their legacy that serves as an inspiration for its consumers. Basis the same, the current Legacy Collective portfolio features products made in collaboration with three exquisite brands: luxury perfume-makers Isak Fragrances, premium leather accessories brand The Postbox, and India’s first bespoke watch brand Jaipur Watch Company. All of these Indian brands offer impeccably crafted products that epitomise luxury whilst resonating deeply with Indian consumers.

What do you see as the long-term vision for Legacy Collective, and how does it contribute to Bacardi's overall brand strategy in India?

Fostering a spirit of innovation and creativity across all its endeavours, Bacardi has always been at the forefront of innovations that are exciting and relevant for consumers. Embracing the Make-in-india sentiment that is gaining momentum, Legacy Collective has enabled us to connect with modern consumers who increasingly prefer homegrown brands that cater to their unique needs with locally-inspired, premium offerings. This has allowed us to tap into more consumer passion points. Additionally, by showcasing a host of innovators on the platform who embody a spirit of fearlessness, the launch of the Legacy Collective by Bacardi has been monumental in nurturing a progressive, trend-focused, and curious mindset in the country – which are timeless ideals that the organisation also stands for across the globe.