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Thirsty kya? ‘Ab Pyaas Bujhao Health Se’ with Tata Water Plus

Conceptualised by Taproot India, the TVC highlights the goodness of copper and zinc in India’s first nutrient water from NourishCo

BestMediaInfo Bureau | Delhi | May 30, 2013

NourishCo, a 50:50 JV between Tata and PepsiCo, is set to make the summer healthier for its consumers with the launch of Tata Water Plus, India’s first nutrient water, in Andhra Pradesh and Tamil Nadu. To engage its consumers in the two states, NourishCo has launched its campaign ‘Ab Pyaas Bujhao Health se’ with a TVC and a series of marketing initiatives.

The TVC, conceptualized by Taproot India, brings out the campaign thought by personifying ‘Mr Thirst’ who touches upon the need to think before quenching one’s thirst and decide on using thirst as an opportunity to gain health. It also informs consumers about the benefits of copper and zinc that are known to help support body functions and help strengthen the immune system, respectively.

Talking about the  creative concept behind the TVC, Agnello Dias, Executive Creative Director, Taproot India, said, “The creative route that we have taken for Tata Water Plus is very simple: Don’t waste your thirst! Treat it as an opportunity to get healthy. Personification of Mr Thirst makes people think before drinking water and subtly educates them about the benefits of nutrients like copper and zinc. It is a unique concept and clearly communicates the thought of the campaign, ‘Ab Pyaas Bujhao Health Se’. We are positive that the consumers in Andhra Pradesh and Tamil Nadu will enjoy the campaign.”

The TVC is of 45 seconds duration, and has been produced in Tamil and Telugu.

Apart from the TVC, Tata Water plus is reaching out to its consumers in the two states through a 360-degree campaign across outdoor, radio and print mediums. As part of the on-ground initiative, the brand has created special health zones at Inorbit Mall in Hyderabad and City Centre in Chennai to educate consumers about the health propositions of nutrient water. Adding to the setup, the ‘Ab Pyaas Bujhao Health Se’ TVC was played with promoters dressed up as ‘Mr Thirst’ in their standout yellow suits to generate buzz amongst consumers.

The brand is also engaging with consumers with an innovative radio campaign with ‘Thirst Checks’ across the day, wherein listeners are reminded to quench each thirst moment with health and to grab a bottle of Tata Water Plus.

Arvind Shukla, VP and Head, Marketing & Innovation, NourishCo Beverages, said, “Tata Water Plus is more than just drinking water, it is drinking water enhanced with the goodness of copper and zinc. Reiterating the thought, our campaign ‘Ab Pyaas Bujhao Health Se’ is a great proposition for consumers and educates them about the opportunity that thirst offers to enhance health. Through an exciting TVC and robust outdoor, radio, on-ground and online initiatives, we hope to engage consumers and educate them about the health benefits that Tata Water Plus offers.”

The TVC:



Creative Agency: Taproot India

Executive Creative Director: Agnello Dias

Executive Business Director: Harjot Singh Narang, Sunita Prakash

TVC Director: Sujaat Saudagar

Production House: Boot Polish Films

Media Planning: Mindshare


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