Tilaknagar Industries (TI) celebrated India’s Independence Day by showcasing its flagship Mansion House Brandy and the luxury Monarch Legacy Edition Brandy on prominent screens in New York’s Times Square. This 72-hour campaign, reaching over 1.2 million visitors, aimed to highlight Indian spirits on a global stage, reflecting the company’s growth and international aspirations, especially in the US market where its brands are expanding.
Indian Spirits Take Center Stage in New York
In a significant move to mark India’s Independence Day, Tilaknagar Industries Ltd. (TI) has successfully executed a high-visibility marketing campaign in the heart of New York City, displaying its key brands in the iconic Times Square. The initiative featured the company’s well-established Mansion House Brandy and its premium offering, Monarch Legacy Edition Pure Grape Brandy, across digital screens from August 14 to August 16, 2026.
Campaign Reach and Brand Significance
The 72-hour campaign generated an estimated 2,592 plays, reaching an audience base of over 1.2 million visitors who frequent Times Square daily. This strategic placement is intended to amplify the global presence of Indian spirits and underscores TI’s evolution from its origins as Maharashtra Sugar Mills in 1933 to a leading beverage company. Mansion House Brandy, India’s largest-selling premium brandy and the world’s second largest, represents the company’s enduring legacy, while Monarch Legacy Edition, launched in 2024, signifies its foray into the luxury spirits segment.
Global Ambitions and Market Expansion
Amit Dahanukar, Chairman and Managing Director of Tilaknagar Industries, stated, “Seeing our brands in Times Square on Independence Day carries a very special significance. … To see both together in Times Square is a wonderful reflection of how far TI has come, and where we are taking Indian spirits next.” The company also highlighted that both Mansion House and Monarch are currently available across several US states including New York, New Jersey, Texas, Tennessee, California, Delaware, Florida, Georgia, and Illinois, emphasizing the campaign’s direct connection to TI’s growing presence in the US market.
Company Background
Founded in 1933, Tilaknagar Industries has a rich history rooted in the Indian independence movement and the Swadeshi spirit. Initially established as Maharashtra Sugar Mills, the company diversified into industrial alcohol and subsequently into the spirits business. Today, TI is a leading manufacturer of Indian Made Foreign Liquor (IMFL), with a diverse portfolio that includes whisky, rum, and gin, alongside its strong brandy offerings. The company continues to focus on premiumization and strategic investments in the craft spirits ecosystem.
Source: BSE
