NourishCo appoints Taproot + Dentsu

The win comes on the back of a multi-agency pitch. Taproot and Dentsu Marcom will be handling the creatives for all three brands of NourishCo

e4m by exchange4media Staff
Updated: Dec 12, 2012 7:18 PM
NourishCo appoints Taproot + Dentsu

NourishCo Beverages has awarded its creative duties to two Dentsu Group companies – Taproot and Dentsu Marcom – following a multi-agency pitch. NourishCo is the joint venture between Tata Global Beverages and PepsiCo India. Taproot and Dentsu Marcom will be handling the creatives for all three brands of NourishCo – Tata Gluco +, Himalayan Natural Mineral Water and Tata Water Plus.

Commenting on the development, Pratik Pota, Chief Executive Officer and Managing Director, NourishCo Beverages said, “NourishCo is excited to have appointed the Dentsu-Taproot combine as our Creative agency. We were impressed with their understanding of the brief and strategic approach at the pitch process.”

Calling the win a very important one, Rohit Ohri, Executive Chairman, Dentsu India Group said, “First, this is a great opportunity for the Dentsu Group to partner NourishCo on their exciting new phase of growth in India. Second, it’s the first pitch where Taproot and a Dentsu group company have collaborated. This win strengthens my belief that we have a winning model at work. Third, this win strengthens our group’s relationship with PepsiCo India.”

Adding to this Agnello Dias, Co-Founder, Taproot India said, “We are happy to have won the account. This will be the first time that Dentsu and Taproot will come together as a team. We have great faith that through our combined strengths in creative and planning we will be able to associate closely with the brand and explore ways to communicate the brand promise/ benefit of ‘Nutrient Water’.”

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