Rock & Storm

Overview

Rock & Storm is a regional beverage alcohol startup based in Sangrur, Punjab. The company entered the market with mass and mid-segment whisky and vodka brands. At the time of launch, the promoter, Arundeep Singla, was relatively unknown within the industry.

Client Mandate

In 2015, Spectrum Communications was engaged to build awareness for the venture and its brands, particularly among retailers and distributors in a highly competitive liquor market.

Challenge

The media landscape was dominated by global liquor giants such as USL, Diageo, and Pernod Ricard. Regional players rarely received attention in national media, making it difficult for emerging brands like Rock & Storm to gain visibility and credibility.

Approach

Spectrum crafted a compelling promoter-led narrative, positioning Arundeep Singla as a bold new entrant challenging established giants in the liquor industry.

Targeted outreach was conducted across key trade media including Ambrosia and Spiritz to build awareness among distributors and retailers. Influential bloggers were engaged to review and share brand content for experimental consumers. Regional media supported brand launch coverage, while select business publications highlighted the brand’s expansion journey.

Outcome

Within two years, Rock & Storm was recognised by Spiritz magazine as one of the fastest emerging regional players in the industry. The brand also gained strong traction for shelf space among leading retailers, establishing itself as a credible new entrant in the market.