MAM
NourishCo awards media AoR duties to Mindshare
MUMBAI: Mindshare, GroupM’s media agency, has won the media AOR duties for PepsiCo and Tata Global Beverages’ JV NourishCo.
NourishCo provides “healthier hydration solutions” across urban and rural consumers. It caters to the non-carbonated ready-to-drink beverages segment and focuses on health and enhanced wellness.
NourishCo chief, sales & marketing Ashok Namboodiri, said, “We are pleased with the iconic work that Mindshare has done in the past. With their width and depth of knowledge, we look forward to working with the new experiential marketing offering by Mindshare.”
Dialogue Factory, the alternative marketing solutions provider, will lead this client relationship with Mindshare.
Mindshare leader, South Asia R Gowthaman said, “The win follows Mindshare’s close partnership with PepsiCo and we are very delighted with the opportunity to serve NourishCo with some of our continual path breaking work. Through Dialogue Factory, Mindshare is investing in providing wholesome communication programmes that specialises in customised consumer contact and to provide such a service for NourishCo is indeed a proud moment for us.”
Dialogue Factory leader Dalveer Singh added, “We could not be more excited about this win as it gives us an opportunity to build brands across both urban and rural markets. We are more excited about NourishCo’s commitment & belief in building brands through Experiential Marketing and Community participation. This partnership will bring alive the concept of marketing with them instead of marketing to them.”
Brands
Tanishq enters natural gemstone segment with Triptii Dimri campaign
Hues collection debuts ahead of Akshaya Tritiya, spotlighting self-expression
MUMBAI: Tanishq is stepping into the natural gemstone jewellery space with a new campaign featuring actor Triptii Dimri, marking a strategic expansion ahead of Akshaya Tritiya.
The launch introduces the brand’s latest collection, ‘Hues’, a design-led range crafted in 18kt gold and built around 100 percent natural gemstones. The move signals Tanishq’s intent to tap into a fast-growing category driven by consumers seeking authenticity, individuality and expressive styling.
Conceptualised by Lowe Lintas, the campaign film leans into the idea of colour as a form of self-expression. Set in a muted, almost paused world, the narrative comes alive as Dimri selects her jewellery, triggering a burst of colour that transforms her surroundings. The visual metaphor captures how jewellery is evolving from occasion-led adornment to a more personal, mood-driven choice.
The ‘Hues’ collection draws inspiration from the vibrancy of an Indian summer, featuring gemstones such as emeralds, amethysts, citrines, tourmalines and tanzanites. With sculptural forms and techniques like cabochon cuts and layering, the designs aim to bring depth, movement and a contemporary aesthetic to fine jewellery.
Titan Company Limited chief marketing officer Pelki Tshering said, “‘Hues’ marks a bold new chapter as we introduce natural gemstone jewellery in India. The collection reflects the evolving Tanishq woman who is expressive and confident, and seeks jewellery that mirrors her individuality.”
Sharing her perspective, Triptii Dimri said, “What I love about this collection is how it celebrates self-expression through colour. It feels less about occasion and more about expressing who you are in the moment.”
Priced from Rs 30,000, the collection is positioned for both everyday wear and special occasions. To coincide with the festive season, the brand is also rolling out promotional offers, including discounts on making charges and gold rate protection schemes.
With Hues, Tanishq is not just adding a new category but also reshaping how jewellery is worn and perceived, placing personal expression and colour firmly at the centre of its design philosophy.
