By K. Ashwin Mob: 00919920183006 E-mail: firstname.lastname@example.org
NourishCo, the 50:50 JV between Tata Global Beverages and PepsiCo India announced the launch of India’s first nutrient water– Tata Water Plus in the state of Tamil Nadu in a brand new attractive copper coloured packaging in one litre. The first of its kind packaged drinking water contains nutrients like Copper and Zinc that are known to help support body functions and strengthen the immune system, respectively. The company launched the new packaging along with their new campaign for Tamil Nadu and Andhra Pradesh, ‘Pyaas Bhujao Health Se’. Present at the launch in Hyderabad were Indian actress Amala Akkineni and Pratik Pota, MD & CEO, NourishCo Beverages Limited who spoke about the category changing nature of this nutrient water brand.
Available in a 1 litre bottle at Rs.20 and a 200ml pouch at Rs. 2, Tata Water Plus gives a chance to consumers to treat thirst as an opportunity to enhance health. It looks and tastes like normal water but has the added goodness of Copper and Zinc in a form that can be easily absorbed by the body. Developed in collaboration with international scientists and Indian nutrition experts by Tata Global Beverages Limited, Tata Water Plus represents the larger mission of mitigating nutritional gaps in the average Indian.
Pratik Pota, Chief Executive Officer and MD, NourishCo Beverages Limited said, “Tata Water Plus is more than just drinking water. With the goodness of Copper and Zinc, it contains health benefits that no other packaged drinking water offers in the country. It is not just a game changing product but a commitment from two trusted companies to improve peoples’ quality of life through affordable, value added and trusted products. Water being essential, provides an opportunity of combining nutrition with hydration through Tata Water Plus.”
Adding further he said, “With this launch of the new and exciting packaging of one litre, it is our aim to expand into an enhanced hydration on the platform of health and wellness for consumers. We are excited about being in Tamil Nadu and Andhra Pradesh and hope our consumers enjoy our new campaign, Pyaas Bhujao Health Se.”
Talking about the launch of the all new Tata Water Plus, versatile actress and social worker, Amala Akkineni said, “Tata Water Plus is truly a one-of-a-kind packaged drinking water with the goodness of nutrients like Copper and Zinc. While growing up, all of us were constantly told of the wisdom of drinking water from copper vessels and the health benefits attached to it. I am excited to be a part of this launch today and would urge everyone to add nutrient value to their water through Tata Water Plus.”
Speaking about the marketing campaign around the launch of Tata Water Plus, Arvind Shukla, Vice President and Head – Marketing & Innovation, NourishCo Beverages Limited said, “The launch of the new packaging of Tata Water Plus is supported by a 360 degree campaign and we will roll out a TVC enunciating the new campaign, Pyaas Bhujao Health Se. The TVC personifies Mr. Thirst who touches upon the need to think before quenching your thirst and decide on using thirst as an opportunity to improve health. Apart from the exciting TV and on-ground activation, the campaign will be supported by robust outdoor, online and radio initiatives. We are sure the consumers in Tamil Nadu and Andhra Pradesh will enjoy the new campaign.”
· Creative Agency: Taproot-Dentsu
· Executive Creative Director: Agnello Dias
· Executive Business Director: Harjot Singh Narang & Sunita Prakash
· TVC Director: Sujaat Saudagar
· Production House: Boot Polish Films
· TVC duration: 45 seconds
· Language: Hindi, Tamil and Telugu
· Media Planning: Mindshare
Tata Water Plus is currently available in Tamil Nadu and Andhra Pradesh. NourishCo will be keenly focused on enhancing the hydration category in India. The company has further built an expansive pipeline of innovations that will be used to fuel growth and create newer hydration solutions.
A joint venture between Tata Global Beverages Limited and PepsiCo India Holdings Private Limited, NourishCo aims to provide meaningful hydration solutions in the non-carbonated, ready-to-drink beverages segment in India and around the world. NourishCo will be keenly focused on enhancing the hydration category in India. The portfolio includes 3 Products which straddle the Top & Bottom End of the Pyramid in the Beverages space:
Tata Gluco Plus, a glucose based beverage for providing Instant energy in an affordable cup format, Himalayan Natural Mineral Water, pristine source water and now Tata Water Plus, Nutrient Water, an innovative product that seeks to provide essential micronutrients. The group has built an expansive pipeline of innovations that will be used to fuel growth and create newer hydration solutions.
The 50:50 JV was formed in 2010 through a joint venture agreement between Tata and PepsiCo India. NourishCo has a vision for growth and has tremendous potential with ‘good for you’ products. For more information please visit www.nourishco.com
About Tata Global Beverages:
Tata Global Beverages is a global beverage business; its brands have presence in over 40 countries. The Company has significant interests in tea, coffee and water and is the world’s second largest tea company. 250 million servings of its brands are consumed everyday around the world. Tata Global Beverages’ annual turnover is US$1.4bn, it employs around 3,000 people across the world. The company focuses on ‘good for you’ beverages and has a stable of innovative regional and global beverage brands, including: Tata Tea, Tetley, Himalayan natural mineral water, Tata Water Plus and Tata Gluco+, Good Earth tea, Grand Coffee and Eight O’clock coffee. For more information please visit www.tataglobalbeverages.com
About PepsiCo India:
PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 38 beverage bottling plants and 3 food plants. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker and fast growing brands i.e. Nimbooz and Aliva. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are trusted household names trusted across the country.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in