Mumbai: Tata Copper Water has been crafted by the experts at Nourishco Beverages by leveraging the timeless Indian tradition of drinking water from copper vessels. This proposition was brought alive through an equally engaging “Jeene Ka Paani” campaign conceived and created by Mumbai-based Brand & Communications consultancy, Tilt Brand Solutions.
KS Kuttiah, VP – Marketing, Nourishco Beverages said: “We worked very closely with Tilt for the rebranding of Tata Water plus to Tata Copper Water and developing the new packaging, positioning, and communication. We are delighted with the feedback we have received on this new brand communication idea as it does full justice to the powerful consumer proposition on which it’s based”.
Adarsh Atal, Senior Director – Creative, Tilt Brand Solutions added: “We conceived and designed this campaign to persuasively, but with a light touch, draw a parallel between Tata Copper Water and water drunk from copper vessels. We also wanted to land the message that this water enables you to embrace life in all its fullness. Thus ‘sirf peene ka pani nahin, yeh hai jeene ka paani’.