Innovative cold brews, grab-and-go revolution, increased mobility, OOH consumption is what is really aiding the cold coffee and water category growth in India.
Mumbai: Tata Consumer Products is strengthening its RTD portfolio to accelerate growth with exciting launches and differentiated products, crafted to appeal to a wide variety of consumption occasions. Innovative cold brews, grab-and-go revolution, increased mobility, OOH consumption is what is really aiding the cold coffee and water category growth in India.
82.5 Communications has won the account for Tata Coffee Grand Cold Coffee and Himalayan natural mineral water after a multi-agency pitch. As its creative partner to drive long term growth and momentum, 82.5 Communications will be responsible for managing the offline, digital and social mandates across the portfolio.
Inspired by the world’s finest coffee traditions, Tata Coffee Grand Cold Coffee will offer consumers a rich and creamy cold coffee experience in three internationally inspired flavors. Himalayan is India’s first natural mineral water brand from its source located at the foothills of the Shivalik ranges of the Himalayas. Nature’s creation at its absolute finest- untouched and unprocessed.
Mayur Varma, Chief Creative Officer, 82.5 Communications India said, “Coffee has exploded! Tata Coffee Grand Cold Coffee is not just keeping up, it’s adding a punch. It’s a great opportunity to ride the cold coffee craze and give this generation the quirky fuel they need to rewrite the rules. Coffees exploded! Tata Grand Cold Coffee is not just keeping up, it’s adding a punch. It’s a great opportunity to ride the cold coffee craze and give this generation the quirky fuel they need to rewrite the rules.”
The three distinctive flavors–Swiss Caramel, French Vanilla, and Belgian Chocolate—are bringing international flair to the Indian market redefining cold coffee consumption in India.
Anuraag Khandelwal, Chief Creative Officer, 82.5 Communications India also believes this is a great opportunity to immortalize the purity of Himalayan Water. He says, “The ambition at Tata Consumer Products’ Himalayan Water is as bold as the terrain it comes from, and we at 82.5 Communications share the same ambition. It’s thrilling to partner with a brand that’s not just aiming high but aiming right.”
The Indian packaged drinking water category growth is led by increasing disposable incomes and changing lifestyles, with consumers looking at convenient and hygienic options for hydration.
The joint business objectives remain to establish a premium, international-inspired cold coffee experience in India, offering convenience and affordability with Tata Coffee Grand Cold Coffee and for Himalayan water to establish itself as a premium natural mineral water brand, focusing on expanding its market presence, building brand awareness, and emphasizing quality. The collaboration is expected to help develop and execute integrated marketing campaigns, enhance the digital presence, manage social media and most importantly tap into the Indian Rising GenZ Gen Alpha mindset.
Chandana Agarwal, President North and East, 82.5 Communications India says, “Coffee and water brands? Talk about a thirst-quenching opportunity! We’re absolutely buzzing to be working with such a prestigious brand. We’re ready to brew up some seriously creative campaigns and make a splash in the market. Consider this the beginning of a beautiful, and hopefully caffeinated, friendship!“
