What's Your Problem bags beverage brand Cocofly account

The agency will work on an integrated campaign for the brand.

What's Your Problem (WYP) Brand Solutions has bagged the account for Cocofly, a 100 per cent natural coconut water drink from the house of Nilgai Foods. Cocofly claims to be one of the first Indian brands that have managed to process something as tricky as coconut water in a tetra pack without the use of preservatives or added sugar.

The drink is already available on airlines such as Vistara, as well as e-commerce sites. The focus is now on setting up an on-ground distribution network, especially in a few key markets, and then expanding across India.

WYP has been entrusted with being the brand custodian and AOR, starting with a brand consultancy and positioning exercise. This will be followed by an integrated campaign, which includes print, outdoor, cinema, radio, activation, retail, POS, digital, content, and social media. For the brand launch, WYP will supervise and work closely with media buying, PR, and activation agencies to ensure that a stronger brand message is built through all the touch points.

Commenting on the win, Hammad A Khan, director, technology and client servicing, WYP Brand Solutions, says, "It's exciting to have a beverage brand in our portfolio. It's an extremely fun, yet challenging category. We have been entrusted with two critical tasks for the beverage: build the category since no other brand has ever marketed coconut water before, and build a cool, young beverage brand that is not restricted just to its therapeutic and beauty attributes."

Amit Akali, managing director and creative head, WYP Brand Solutions, adds, "We take our roles as brand custodians very seriously. It's always exciting to build a brand from scratch -- right from sitting in on the research and figuring out the need-gap in the consumer's life, to actually seeing the brand come alive in the market place, across mediums. More importantly, it's a great product - healthy and tasty - I've been consuming litres of it on the pretext of sampling. We've had an equal amount of fun with the creative, coming from a real-life insight that we think everybody will relate to."

Says Arjun Gadkari, president, Nilgai Foods, "With Cocofly, Nilgai Foods is stepping into the beverage segment. Cocofly is already available on Amazon and Scootsy and the response so far has been very good. The great thing is that WYP brings us end-to-end solutions - it helps us position the brands, as well as everything else needed, be it above-the-line, below-the-line, digital, and social. More importantly, we share a great vibe with the team and look forward to building another exciting brand."