MAM
82.5 Communications brews up a win with Tata Consumer for Coffee Grand Cold Coffee and Himalayan
MUMBAI: India’s ready-to-drink (RTD) revolution just got a shot of caffeine and a splash of spring water. Tata Consumer Products handed the creative mandate for Tata Coffee Grand Cold Coffee and Himalayan Natural Mineral Water to 82.5 Communications after a closely fought multi-agency pitch.
As Tata doubles down on out-of-home (OOH) beverage consumption, 82.5 Communications will steer the offline, digital, and social campaigns for both brands, blending international inspiration with desi thirsts.
“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,” said 82.5 Communications India CCO Mayur Varma.
The Tata Coffee Grand Cold Coffee range will swirl into the market with three bold flavours—Swiss Caramel, French Vanilla, and Belgian Chocolate—bringing international cool to India’s bustling cold brew scene.
Meanwhile, Himalayan Water, bottled at the Shivalik foothills, plans to ride the health-conscious wave by carving out a premium space in the hydration market.
“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,” said 82.5 Communications India CCO Anuraag Khandelwal.
With Indian packaged water consumption growing fast on the back of rising disposable incomes and mobile lifestyles, the timing couldn’t be sharper.
82.5 Communications India president north and east Chandana Agarwal added, “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.”
The collaboration aims to connect with gen z and gen alpha audiences, fuel digital conversations, and refresh how India experiences both cold coffee and premium water.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
