Mumbai, March 22 -- French alcohol major Pernod Ricard recently appointed Debasree Dasgupta as chief marketing officer of its India arm. She moved back to the country from Sweden, where she was Pernod Ricard's global vice-president and chief marketing officer for Absolut, the firm's vodka brand.

This month, Pernod Ricard launched a brand new campaign for its premium whisky brand Blender's Pride, featuring international runway models Avanti Nagrath, Kirandeep Chahal and Mahieka Sharma, aiming to cement the brand's 20-year association with 'success' and fashion.

How does this help Blender's Pride maintain pole position in the competitive premium whiskey business? Edited excerpts:

I landed very recently, in February this year, but I am ex...