MUMBAI: NourishCo Beverages, the JV between Tata Global Beverages and PepsiCo India, has awarded its creative duties to two Dentsu Group companies, Taproot India and Dentsu Marcom, following a multi-agency pitch.

NourishCo has three brands: Tata Gluco+ (a glucose based drink), Himalayan Natural Mineral Water and Tata Water Plus (nutrient Water). The two agencies will be jointly handling the creatives for all three brands.

NourishCo Beverages chief executive officer and managing director Pratik Pota 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."

Dentsu India Group executive chairman Rohit Ohri 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.”

“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’,” Taproot India’s co-founder Agnello Dias added.

The JV between Tata Global Beverages and PepsiCo India was formed in 2010. NourishCo aims to provide meaningful hydration solutions in the non-carbonated, ready-to-drink beverages segment in India and around the world.