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NourishCo appoints Mindshare as media AOR

17-June-2011
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NourishCo appoints Mindshare as media AOR

Mindshare, the flagship media agency of GroupM, has won the media duties of NourishCo, a joint venture between PepsiCo and Tata Global Beverages. Dialogue Factory will lead this client relationship with Mindshare.

Ashok Namboodiri, Chief, Sales & Marketing, NourishCo, said, “We are tremendously pleased with the iconic work that Mindshare has done in the past. With their width and depth of knowledge, we look forward to working with the new experiential marketing offering by Mindshare.”

Commenting on the win, R Gowthaman, Leader, South Asia, Mindshare, said, “The win follows Mindshare’s close partnership with PepsiCo, and we are very delighted with the opportunity to serve NourishCo with some of our continual path breaking work. Through Dialogue Factory, Mindshare is investing in providing wholesome communication programmes that specialise in customised consumer contact, and to provide such a service for NourishCo is indeed a proud moment for us.”

Dalveer Singh, Leader, Dialogue Factory, added here, “We could not be more excited about this win as it gives us an opportunity to build brands across both urban and rural markets. We are more excited about NourishCo’s commitment and belief in building brands through experiential marketing and community participation. This partnership will bring alive the concept of marketing with them instead of marketing to them.”

Dialogue Factory specialises in the unconventional and the effective. With strategy and planning, they provide highly targeted alternative marketing solutions.

NourishCo, a joint venture between PepsiCo and Tata Global Beverages, provides healthier hydration solutions across urban and rural consumers. NourishCo caters to the non-carbonated ready-to-drink beverages segment and focuses on health and enhanced wellness.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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