TigerFire
Client:
TigerFire
Industry:
Alco Bev
TigerFire entered India’s premium vodka market at a moment when celebrity-backed spirits were no longer novel. Visibility alone wasn’t the problem, differentiation was. In a category crowded with endorsement-led launches, TigerFire needed to be recognised as something deeper and more intentional. Co-created by Sanjay Dutt and Paresh Ghelani, the brand was rooted in a shared journey of resilience, brotherhood, and long-term conviction, encapsulated in its philosophy: Never Give In. The challenge was to translate this personal story into credible, culture-first storytelling while delivering a high-impact, multi-city launch across Mumbai, Goa, Hyderabad, and Gurgaon.
Indian consumers were becoming increasingly discerning about celebrity brands. What cut through wasn’t star power alone, but authentic founder intent and a philosophy that felt lived-in rather than manufactured. For TigerFire, the strongest narrative wasn’t the faces behind the brand, but the values that shaped it. Positioning the vodka as founder-built, rather than celebrity-endorsed would allow it to earn credibility across lifestyle, business, and alcobev conversations, while laying the groundwork for long-term cultural relevance beyond launch buzz.
Our Approach
The Impact
TigerFire’s launch delivered strong national visibility, category credibility, and cultural relevance at entry.
The launch generated 42 pieces of media coverage with a total AVE of ₹43.25 lakhs, spanning websites, Instagram, YouTube, and LinkedIn. TigerFire achieved visibility across both mass and niche platforms, securing early credibility within lifestyle, business, and alcobev media. Qualitatively, the campaign successfully associated TigerFire Vodka with resilience, brotherhood, and founder intent, positioning it as a serious new entrant in India’s premium spirits conversation. The brand emerged as design-conscious, philosophy-driven, and future-facing, distinct from generic celebrity launches dominating the category.
