New Delhi: 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.
While the company launched Tata Water Plus across Andhra Pradesh, it also launched the fresh copper coloured packaging in 1 litre packs in Tami Nadu & Andhra Pradesh. Engaging its consumers in the two states, NourishCo has launched its campaign ‘Ab Pyaas Bhujao Health se’ with a TVC and a series of marketing initiatives enunciating the promise of Tata Water Plus.
The TVC brings out the campaign thought by personifying Mr. Thirst who touches upon the need to think before quenching your thirst and decide on using thirst as an opportunity to gain health. It also informs the consumers about the benefits of Copper and Zinc that are known to help support body functions and help strengthen the immune system, respectively. Apart from the exciting 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. The mall activation programme focuses on highlighting the need for a healthy drinking water. An innovative product display stand was fabricated at both the malls. Adding to the setup, the ‘Ab pyaas Bhujao Health se’ TVC was played with promoters dressed up as ‘Mr. Thirst’ in their stand-out yellow suits to generate buzz amongst the consumers.
Known nutritionists, S.K Nizam at Inorbit Mall and S. Vijay Kumar at City Centre Mall conducted personalized sessions for the consumers, highlighting how Copper and Zinc adds to the nutrient levels of drinking water. Both the nutritionists also stressed upon the need for healthy drinking water and thus added to the entire gamut of activities under the consumer engagement programme. The brand is further 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.
Anita Reddy, an excited consumer at the Inorbit Mall, Hyderabad added “I want to applaud Tata Water Plus for this interesting campaign on healthy drinking water. The sessions by the nutritionist and the facts shared by them were very informative.”
Talking about the new campaign, Mr. Arvind Shukla, Vice President and Head, Marketing & Innovation, NourishCo Beverages Limited 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 Bhujao 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.”
Talking about the new campaign, Agnello Dias, Executive creative director, Taproot-Dentsu 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 bhujao Health se’. We are positive that the consumers in Andhra Pradesh and Tamil Nadu will enjoy the campaign.”
Tata Water Plus is currently available in Andhra Pradesh and Tamil Nadu. 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.
• 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: Tamil and Telugu
• Media Planning: Mindshare