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NourishCo's Tata Water Plus tells people to drink health

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MUMBAI: NourishCo, a 50:50 joint venture between Tata and PepsiCo, is promoting healthier lifestyle to its consumers with the launch of bottled-water Tata Water Plus in Andhra Pradesh and Tamil Nadu.

The campaign Ab Pyaas Bhujao Health se is a TVC supported by a host of marketing initiatives enunciating the promise of Tata Water Plus. The creative agency on board for the TVC was Taproot-Dentsu Marcom and the media planning for the campaign has been done by Mindshare

To promote the product, the brand has launched an on-ground initiative in the two cities. A special health zone has been created at Inorbit Mall in Hyderabad and City Centre in Chennai. The mall activation focuses on highlighting the need for a healthy drinking water. Other mediums of promotion used are outdoor, radio and print medium.

NourishCo VP and head-marketing and innovation Arvind Shukla said, "Tata Water Plus is more than just drinking water. It is enhanced with the goodness of copper and zinc. We thought positioning the product as a ‘drink health‘ works better for the brand. 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."

Taproot-Dentsu Marcom executive creative director Agnello Dias 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."

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