Danone Narang Beverages, a joint venture between the French food and beverages major Danone and Mumbai-based Narang Group, has appointed Tribal DDB India for the digital duties of B’lue. The win for the DDB Mudra Group’s digital outfit comes on the back of a multi-agency pitch.
In a prepared statement, Venkat Mallik, President, Rapp and Tribal DDB India said, “We are delighted to be working with Danone Narang Beverages on its new drink, B’lue.”
“B’lue is representative of the kind of new-age products that are most suited to today’s lifestyle where functionality, taste and health need to co-exist. The target group for a brand such as B’lue is likely to be digital-savvy and we expect digital’s role in building the brand to be very crucial. We look forward to creating highly innovative digital solutions for the launch of this brand,” added Mallik in the press statement.
It may be recalled that B’lue had awarded its creative mandate to Scarecrow Communications earlier in the year. B’lue is a water-based drink available in apple, peach and guava flavours that is enriched with special blend of vitamins and minerals.