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Morpheus Brandy, from the house of Radico Khaitan, has signed South Indian and Bollywood actress and model Nidhhi Agerwal, as brand influencer. 

With digital platforms being the best way to connect with consumers presently and futuristically, Radico has embarked on a journey to further expand its digital presence and create engaging content for its brands. With her high reach and affability on social media, Agerwal is the perfect face for Morpheus for all its digital marketing initiatives.

Amar Sinha, COO, for Radico Khaitan, said, “We are happy to have Nidhhi as part of the Morpheus family. We at Radico are always looking to develop new and innovative ways to engage with our audiences digitally. This association is a first of its kind, where we are partnering with a young actress of Nidhhi’s calibre to specifically be the face of Morpheus’ digital content for our consumers. The partnership is aimed at bringing a fresh face for the brand and leverage her popularity in South India, which contributes 90% to Morpheus’ volumes. Engaging with her social media fan base of youngsters is an endeavour to broaden our youth consumer base.”

“Through our association with Nidhhi, we also aim to highlight the noteworthy trait of the product i.e. a drink that can be enjoyed by men and women alike across all age groups. We hope to achieve this through creatively curated and relatable content featuring Nidhhi," Sinha said.

“I’m excited to be representing the brand across its digital platforms as a brand influencer. Morpheus has always been a brand that strives to be unique, especially with its tagline ‘Dare To Dream’, which has been a value that I’ve always tried to aspire to in my personal life. I look forward to working with Morpheus to create interesting content for digital audiences and inspire them to Dare To Dream big as I did,” said Agerwal.

Radico Khaitan ventured into the premium/super-premium Indian-Made Foreign Liquor (IMFL) category with the launch of Morpheus XO Brandy in 2009, which is now a successful pan-India brand with a legacy of over a decade. Morpheus has footprints across 23 states with a market share of over 60% in the premium brandy segment across India.