Tata Water Plus, India’s first copper-fortified water brand, has commissioned brand and communication consultancy, Tilt Brand Solutions, to help strengthen its brand foothold in the country. Handed a full-service mandate, Tilt will lead and manage both online/offline strategy and creative.

K.S. Kuttiah, Vice-President Marketing, Nourishco Beverages.

Talking about the partnership, K.S. Kuttiah, Vice-President Marketing, Nourishco Beverages, said, “In an otherwise product parity market, we believe that Tata Water Plus truly has the potential to refresh the way the category is being perceived and consumed. We are glad to have gotten onboard Tilt Brand Solutions as our strategic and creative partners. Their competency in contemporary strategizing and storytelling makes them perfect partners for what is required for a brand like Tata Water Plus.”

Referring to the segment as an “exciting category”, Rajiv Chatterjee, Chief Business Officer, Tilt Brand Solutions, said “This is a very exciting category and with changing priorities of Indians with regard to health and wellness, our partnership could not have come at a better time.”

Rajiv Chatterjee, Chief Business Officer, Tilt Brand Solutions.

Commenting on the company’s aspirations, Chatterjee said, “We are convinced in Tata Water Plus’s rightful ambition to grow and lead this market, as also in our ability to bring to bear on this journey, our competencies in data analytics, understanding culture and great storytelling. We are also happy in knowing that Kuttiah and his team are going to make this journey for us, fun and fulfilling too.”

Launched initially in Andhra Pradesh and Tamil Nadu markets, Tata Water Plus has gone on to build a considerable market presence in Hyderabad, the focus market for the brand so far.