Mumbai: Tata Consumer Products is strengthening its Ready-to-Drink (RTD) portfolio to drive accelerated growth through exciting launches and differentiated products designed to meet a variety of consumption occasions. With the growing trends of innovative cold brews, grab-and-go options, increased mobility, and out-of-home (OOH) consumption, the cold coffee and bottled water categories are seeing strong momentum in India.
In a move to bolster its marketing efforts, Tata Consumer Products has awarded the creative mandate for Tata Coffee Grand Cold Coffee and Himalayan Natural Mineral Water to 82.5 Communications India after a multi-agency pitch. As a creative partner, 82.5 Communications will manage the offline, digital, and social media mandates across the two product portfolios, driving long-term growth and momentum.
Tata Coffee Grand Cold Coffee promises consumers a rich and creamy cold coffee experience inspired by the world’s finest coffee traditions, offering three internationally inspired flavors. Meanwhile, Himalayan Natural Mineral Water, sourced from the pristine foothills of the Shivalik ranges, remains India’s first natural mineral water brand—untouched, unprocessed, and nature’s finest creation.
Mayur Varma, Chief Creative Officer, 82.5 Communications India, shared his excitement about the new partnership, stating, “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—bring an international flair to Indian consumers, aiming to redefine the cold coffee experience in the country.
Anuraag Khandelwal, Chief Creative Officer, 82.5 Communications India, added, “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 is seeing robust growth, fueled by rising disposable incomes and evolving consumer preferences for convenient and hygienic hydration options.
The joint business objective is to firmly establish Tata Coffee Grand Cold Coffee as a premium, international-inspired cold coffee experience offering convenience and affordability, and to expand the market presence of Himalayan Natural Mineral Water as a leading premium brand, while building strong brand awareness and emphasizing its quality and heritage.
Chandana Agarwal, President North and East, 82.5 Communications India, expressed, “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!”
With a focus on creating integrated marketing campaigns, enhancing digital presence, managing social media, and tapping into the rising Gen Z and Gen Alpha mindsets, 82.5 Communications and Tata Consumer Products are poised to make a bold impact in the dynamic Indian market.
