Campaign Details
Tilaknagar Industries conducted a 72-hour advertising campaign at Times Square, New York from August 14 to August 16, 2026, coinciding with India's Independence Day celebrations. The campaign featured two of the company's brandy products: Mansion House Brandy and Monarch Legacy Edition Brandy.
Campaign Metrics
The campaign delivered 10-second brand films that played every 100 seconds, resulting in an estimated 2,592 total plays over the three-day period. With Times Square attracting over 400,000 daily visitors, the campaign reached an estimated audience of more than 1.2 million people during its duration.
Historical Context
The document provides historical background on the company, noting it was founded in 1933 as Maharashtra Sugar Mills near Nashik by Mahadeo Laxman Dahanukar, inspired by freedom fighter Lokmanya Tilak and the Swadeshi movement. The company transitioned from sugar milling to industrial alcohol production by 1968, and eventually into the spirits business. The company is now 93 years old and has grown to become India's largest manufacturer of premium brandy.
Brand Portfolio Information
Mansion House Brandy is identified as the company's flagship brand and India's largest-selling premium brandy, as well as the world's second largest-selling premium brandy. Monarch Legacy Edition was launched in 2024 as the company's first luxury brandy. The company's portfolio has expanded beyond brandy to include whisky, rum, and gin, with focus on premium and luxury spirits segments.
Current Market Presence
Both featured brands (Mansion House and Monarch) are currently available in multiple US states including: New York, New Jersey, Texas, Tennessee, California, Delaware, Florida, Georgia, and Illinois.
Management Commentary
Amit Dahanukar, Chairman and Managing Director, stated: "Seeing our brands in Times Square on Independence Day carries a very special significance. 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."
Sanaya Dahanukar, General Manager – Growth & Innovation, commented: "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. It is incredibly special to see brands that have been built in India appear in the heart of New York."
Additional Corporate Information
The Dahanukar family continues as promoters of the company. The company has expanded through acquisitions including Imperial Blue whisky brand. The luxury vertical "House of TI" includes Seven Islands Pure Malt Whisky and partnerships with craft spirits players Bartisans and Spaceman Spirits Lab.
Financial Impact
Financial impact not quantified in the disclosure.