MAM
NourishCo’s Tata Water Plus tells people to drink health
MUMBAI: NourishCo, a 50:50 joint venture between Tata and PepsiCo, is promoting healthier lifestyle to its consumers with the launch of bottled-water Tata Water Plus in Andhra Pradesh and Tamil Nadu.
The campaign Ab Pyaas Bhujao Health se is a TVC supported by a host of marketing initiatives enunciating the promise of Tata Water Plus. The creative agency on board for the TVC was Taproot-Dentsu Marcom and the media planning for the campaign has been done by Mindshare
To promote the product, the brand has launched an on-ground initiative in the two cities. A special health zone has been created at Inorbit Mall in Hyderabad and City Centre in Chennai. The mall activation focuses on highlighting the need for a healthy drinking water. Other mediums of promotion used are outdoor, radio and print medium.
NourishCo VP and head-marketing and innovation Arvind Shukla said, “Tata Water Plus is more than just drinking water. It is enhanced with the goodness of copper and zinc. We thought positioning the product as a ‘drink health‘ works better for the brand. Reiterating the thought, our campaign ‘Ab Pyaas Bhujao health Se‘ is a great proposition for consumers and educates them about the opportunity that thirst offers to enhance health. Through an exciting TVC and robust outdoor, radio, on-ground and online initiatives, we hope to engage consumers and educate them about the health benefits that Tata Water Plus offers.”
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Taproot-Dentsu Marcom executive creative director Agnello Dias said, “The creative route that we have taken for Tata Water Plus is very simple – Don‘t waste your thirst! Treat it as an opportunity to get healthy. Personification of Mr Thirst makes people think before drinking water and subtly educates them about the benefits of nutrients like copper and zinc. It is a unique concept and clearly communicates the thought of the campaign; Ab Pyaas bhujao Health se. We are positive that the consumers in Andhra Pradesh and Tamil Nadu will enjoy the campaign.”
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
