MUMBAI: Mindshare, GroupM’s media agency, has won the media AOR duties for PepsiCo and Tata Global Beverages’ JV NourishCo.

NourishCo provides “healthier hydration solutions” across urban and rural consumers. It caters to the non-carbonated ready-to-drink beverages segment and focuses on health and enhanced wellness.

NourishCo chief, sales & marketing Ashok Namboodiri, said, “We are pleased with the iconic work that Mindshare has done in the past. With their width and depth of knowledge, we look forward to working with the new experiential marketing offering by Mindshare.”

Dialogue Factory, the alternative marketing solutions provider, will lead this client relationship with Mindshare.

Mindshare leader, South Asia R Gowthaman said, “The win follows Mindshare’s close partnership with PepsiCo and we are very delighted with the opportunity to serve NourishCo with some of our continual path breaking work. Through Dialogue Factory, Mindshare is investing in providing wholesome communication programmes that specialises in customised consumer contact and to provide such a service for NourishCo is indeed a proud moment for us.”

Dialogue Factory leader Dalveer Singh added, “We could not be more excited about this win as it gives us an opportunity to build brands across both urban and rural markets. We are more excited about NourishCo’s commitment & belief in building brands through Experiential Marketing and Community participation. This partnership will bring alive the concept of marketing with them instead of marketing to them.”