NourishCo scouts for creative partner for nutrient water brand, Tata Water Plus

Four agencies including the incumbent Rediffusion-Y&R, Dentsu, Draftfcb Ulka and DDB Mudra are said to be in the fray for the business.

NourishCo, the joint venture between Tata Global Beverages and PepsiCo India, is on the lookout for a creative partner for its nutrient-based water brand, Tata Water Plus. Four agencies including the incumbent Rediffusion-Y&R, Dentsu, Draftfcb Ulka and DDB Mudra are said to be in the fray for the business.

While no official confirmation could be obtained at the time of filing this report, highly placed sources close to the development have confirmed the news to afaqs! on ground of anonymity.

It is learnt that the company has ambitious plans for its nutrient-based packaged water, which it launched in zinc and chromium variants in February. The brand was initially launched in 20 towns of Tamil Nadu, including Coimbatore, Salem and Madurai. NourishCo now looks at a nationwide launch.

Furthermore, while the current pitch is for Tata Water Plus, going forward, the company plans to hunt for a new creative partner for other brands such as Tata Gluco Plus (a glucose-based lemon flavoured drink) and Himalayan Natural Mineral water as well.

Currently, GroupM-promoted Mindshare manages the media planning and buying duties for all the three brands.

In 2010, PepsiCo and Tata Global Beverages formed NourishCo, the 50:50 joint venture to take on the non-carbonated ready to drink beverage segment and provide healthier hydration solutions across urban and rural markets.