Hector Beverages has appointed Carat to handle the media mandate for its energy drink brand Tzinga. The account will be handled out of Carat’s Bangalore office.
Speaking on the appointment, Suhas Misra, Director and Co-founder, Hector Beverages said, “The category is still underdeveloped, and when compared to similar markets, the future growth potential is massive. We wanted a strong and dedicated media agency who could partner us in our growth plans with regard to consumer and media understanding, and we found Carat as a perfect fit.”
Chirantan Chandran, Media Consultant for Hector Beverages, added here, “We were delighted to see the response we received from Carat on the brief and their huge passion for our business. Their understanding of the brief and the customised media solution recommended by Carat using a combination of insights and cutting edge tools were something we were looking for. We are pleased to have them as a partner and are sure that they would contribute significantly to our business growth.”
Currently available in three flavours – Lemon Mint, Mango Strawberry and Tropical Trip o Tzinga is priced around 74 per cent lower than Red Bull, its competition, and retails at Rs 25 for a 250 ml pack. The brand is currently targeted at the 18-25 year age bracket and retails at over 25,000 outlets across India.
Reacting to the win, Kartik Iyer, MD, Carat said, “It has always been our effort to deliver consumer and business focused solutions and services to all our clients across India and are delighted that Hector Beverages found value in our proposal. We are happy to see that Hector Beverages reposed faith and confidence in our cutting edge media solution backed by relevant consumer insights.”