NourishCo Beverages, the joint venture between Tata Global Beverages and PepsiCo India, has awarded its creative duties to Dentsu Group companies Taproot India and Dentsu Marcom. The agencies were appointed following a multi-agency pitch.
The two agencies will together handle the creative duties for three brands under NourishCo: Tata Gluco + (glucose-based drink), Himalayan (natural mineral water) and Tata Water Plus (nutrient water).
Commenting on the appointment, Pratik Pota, chief executive officer 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.”
On the account win, 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.”
Agnello Dias, chairman and co-founder, Taproot India, added, “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 through our combined strengths 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”.
