NourishCo awards creative mandate to Taproot-Dentsu Marcom combine

The Tata-PepsiCo JV has three brands: Tata Gluco +, a glucose based drink; Himalayan Natural Mineral Water; and Tata Water Plus, India's first nutrient water

BestMediaInfo Bureau | Delhi | December 11, 2012

NourishCo Beverages, the joint venture between Tata Global Beverages and PepsiCo India, has awarded its creative duties to two Dentsu Group companies – Taproot and Dentsu Marcom – following a multi-agency pitch.

NourishCo aims to provide meaningful hydration solutions in the non-carbonated, ready-to-drink beverages segment in India and around the world. It has three brands: Tata Gluco +, a glucose based drink; Himalayan Natural Mineral Water; and Tata Water Plus, India's first nutrient water. Taproot and Dentsu Marcom will be handling the creatives for all three brands.

Pratik Pota, CEO and Managing Director, NourishCo Beverages, said, “NourishCo is excited to have appointed the Dentsu-Taproot combine as our Creative agency. We were impressed with their understanding of the brief and strategic approach at the pitch process. We look forward to working with them to chart the course for our portfolio of young brands.”

Rohit Ohri, Executive Chairman, Dentsu India Group, said “This is a very important win for us on many counts. First, this is a great opportunity for the Dentsu Group to partner NourishCo on their exciting new phase of growth in India. Second, it's the first pitch where Taproot and a Dentsu group company have collaborated. This win strengthens my belief that we have a winning model at work. Third, this win strengthens our group's relationship with PepsiCo India.”

Taproot Co-founder and Chief Creative Officer, Agnello Dias, said, “We are happy to have won the account. This will be the first time that Dentsu and Taproot will come together as a team. We have great faith that with our combined strength in creative and planning we will be able to associate closely with the brand and explore ways to communicate the brand promise / benefit of nutrient water.”

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