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Tata Global Beverages Appoints Indigo Consulting

Advertising Agency
Singapore, Singapore
Leo Burnett digital agency brought on to overhaul website & increase brand awareness

Indigo Consulting, India’s leading digital agency, and part of the Publicis Groupe announced today that the agency has been chosen to work with Tata Global Beverages, a US $1.4 billion company that unites the beverage interests of the Tata Group under one umbrella. Tata Global Beverages is the world’s second largest tea company with growing interests in coffee and water, with brand presence across 40 countries. It has a portfolio of strong brands such as Tata Tea, Tetley, Eight O’clock Coffee, Himalayan water and Good Earth tea. 

Indigo Consulting has been tasked to evaluate and refocus Tata Global Beverages’ brand communication efforts towards more effective online experiences via the company’s website. The website revamp comes as a concerted effort by the group to amplify its brand awareness and use the channel to better communicate with the company’s key target groups – investors, media, employees and consumers.

Commenting on the move to partner with Indigo Consulting from among the other international contenders, Mr Sushant Dash, Global Brands Director, Tata Global Beverages, said “We’re happy to be working with Indigo Consulting on redeveloping the Tata Global Beverages corporate website. The website is a critical piece of our corporate identity and we look forward to the redevelopment resulting in an engaging and differentiated online experience for our stakeholders.”

The agency has already chalked out plans for the website overhaul and these plans will help build a differentiated online positioning for Tata Global Beverages, says Ms. Priti Jhavar, Sr. Vice President – Strategy & Client Services, Indigo Consulting. 

She says, “Tata Global Beverages is such a dynamic brand in itself that to play it safe and stick to a stiff, corporate persona would be a great disservice not just to the group but also to its customers. This is a brand that is responsible for bringing magical beverage moments daily to people around the world and that’s the message that we are very excited to convey through new-age interactions and advanced technology on their website.” 

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