Leo Burnett awarded creative mandate for Khukri Rum

Leo Burnett has won the mandate for relaunching one of Nepal’s most iconic rum brands – Khukri Rum. The brand which has been around for more than 6 decades is ready to reposition itself for a larger audience as well as create a stronger connect with its existing customer base.

Leo Burnett will be strategic partners to the brand from revamping the brand image to breathing a new life in the consumer base for the brand through innovative communication including a robust digital strategy. The mandate will be shared by Leo Burnett and Indigo.  

Khukri Rum is an iconic Nepalese oak vatted dark rum launched in 1959. Forming its origin in the Himalayas, this is available in three varieties; Khukri XXX Rum, Coronation Khukri XXX Rum and Khukri Spice Rum from the oldest operating distillery in Nepal, The Nepal Distilleries Private Limited.

Speaking about the win Dheeraj Sinha, Managing Director India, Chief Strategy Officer, Leo Burnett South Asia said “Khukri is an iconic brand with great lineage and we are very excited to get this opportunity to be a part of the brands growth story. It has potential across geographies to truly grow as a global brand and we are looking forward to creating some great work together.”

Speaking about the new partnership Sharad Kr Tibarewala, Managing Director, The Nepal Distilleries Pvt Ltd said "We are looking forward to working with Leo Burnett. For a legacy brand, such as ours, we wanted the best. We have high expectations from team Leo Burnett, in terms of creative and strategic guidance to make Khukri Rum scale great heights and are confident they can do it."