B'lue appoints Tribal DDB India for digital duties

The beverage brand of Danone Narang Beverages wants to build its digital presence as its target group is digital-savvy.

Tribal DDB India, an arm of DDB Mudra Group, has bagged the digital mandate of B'lue, a brand of Danone Narang Beverages. The agency was chosen after a multi-agency pitch. The brand's creative duties are handled by Scarecrow Communications.

Venkat Mallik, president, Rapp and Tribal DDB India, says, "B'lue is representative of the kind of new age products suited to today's lifestyles, where functionality, taste and health need to co-exist." He adds that the target group for the brand is likely to be digital-savvy. Therefore, it is essential to increase the brand's digital presence.

B'lue is a water-based flavoured drink containing vitamins and minerals. It is available in apple, peach and guava flavours. The drink targets the age group of 18-30 years. While it has been launched in the South Asian market, it is called B'lue only in India.

Danone Narang was formed in 2010 as a joint venture company between Danone (French food and beverages major) and Mumbai-based Narang Group. The other liquid drinks offered by the company are Qua and Qua Plus.

Narang Group-controlled Narang Hospitality earlier imported and distributed Danone's packaged water, Evian. Danone also has a 50:50 joint venture with Japan's Yakult Honsha, called Yakult Danone India, which promotes the probiotic drink, Yakult.