MAM
NourishCo gives creative mandate to Taproot & Dentsu Marcom
MUMBAI: NourishCo Beverages, the JV between Tata Global Beverages and PepsiCo India, has awarded its creative duties to two Dentsu Group companies, Taproot India and Dentsu Marcom, following a multi-agency pitch.
NourishCo has three brands: Tata Gluco+ (a glucose based drink), Himalayan Natural Mineral Water and Tata Water Plus (nutrient Water). The two agencies will be jointly handling the creatives for all three brands.
NourishCo Beverages chief executive officer and managing director Pratik Pota said, “NourishCo is excited to have appointed the Dentsu-Taproot combine as our creative agency. We were impressed with their understanding of the brief and strategic approach at the pitch process.”
Dentsu India Group executive chairman Rohit Ohri said, “This is a very important win for us on many counts. First, this is a great opportunity for the Dentsu Group to partner NourishCo on their exciting new phase of growth in India. Second, it’s the first pitch where Taproot and a Dentsu group company have collaborated. This win strengthens my belief that we have a winning model at work. Third, this win strengthens our group’s relationship with PepsiCo, India.”
“We are happy to have won the account. This will be the first time that Dentsu and Taproot will come together as a team. We have great faith that through our combined strengths in creative and planning we will be able to associate closely with the brand and explore ways to communicate the brand promise / benefit of ‘Nutrient Water’,” Taproot India’s co-founder Agnello Dias added.
The JV between Tata Global Beverages and PepsiCo India was formed in 2010. NourishCo aims to provide meaningful hydration solutions in the non-carbonated, ready-to-drink beverages segment in India and around the world.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
