Taproot + Dentsu bags the creative mandate for NourishCo

NourishCo Beverages Limited, the joint venture between Tata Global Beverages Limited 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 3 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, Chief Executive Officer and Managing Director-NourishCo Beverages Ltd 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.”

Talking on this development, 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.”

Adding to this 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 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”.

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 is keenly focused on enhancing the hydration category in India. The portfolio includes 3 Products which straddle the Beverages space: Tata Gluco + , a glucose based drink in an affordable cup format, Tata Water Plus, Nutrient Water, an innovative product that seeks to provide essential micronutrients and Himalayan Natural Mineral Water, pristine source water. The group has built an expansive pipeline of innovations that will be used to fuel growth and create newer hydration solutions.

The 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.

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