Tilaknagar Industries (TI) took its Mansion House Brandy and Monarch Legacy Edition Pure Grape Brandy to Times Square in New York City to mark India’s Independence Day. The 72-hour campaign ran from August 14 to 16 across the advertising destination’s screens.
The campaign featured 10-second brand films that played every 100 seconds. This totaled an estimated 2,592 plays over the three-day period.
Times Square attracts more than 400,000 visitors each day. As a result, the campaign reached a visitor base of more than 1.2 million people over its duration.
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“Seeing our brands in Times Square on Independence Day carries a very special significance,” said Amit Dahanukar, chairman and managing director of Tilaknagar Industries.
“Ninety-three years after my great-grandfather founded the company, it is a proud moment to see brands from TI represented in one of the world’s most iconic destinations.”
The company was founded in 1933, when Mahadeo Laxman Dahanukar established Maharashtra Sugar Mills near Nashik. It was inspired by freedom fighter Lokmanya Tilak and set against the backdrop of the Swadeshi movement.
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READ THE STORYThe business later expanded into industrial alcohol. By 1968, it moved into spirits under the name Tilaknagar Industries.
TI is now India’s largest manufacturer of premium brandy. Its portfolio has grown beyond brandy to include whisky, rum and gin.
Mansion House Brandy is TI’s flagship product and India’s largest-selling premium brandy. It is also the world’s second largest-selling premium brandy.
Monarch Legacy Edition launched in 2024 as the company’s first luxury brandy. It gives TI a presence in the luxury segment.
“The business has grown and reinvented itself over the decades, and Mansion House and Monarch reflect that in different ways,” Dahanukar added.
Sanaya Dahanukar, general manager of growth and innovation at Tilaknagar Industries, pointed to the brands’ US expansion.
“It is exciting to see Mansion House and Monarch represented in Times Square, particularly at a time when both brands are building a stronger presence in the US,” she said.
Both brands are available across New York, New Jersey, Texas, Tennessee, California, Delaware, Florida, Georgia and Illinois.
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