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.”
|
|
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.”
Rising living costs, longer financial responsibilities, and changing household structures are reshaping how Indian families plan for long-term financial security. In this shifting environment, life insurance is increasingly being viewed as a core part of structured financial planning rather than an optional protection tool.
Securing Your Family’s Finances with Life Insurance
Life insurance plays a role in family financial planning by supporting income continuity and long‑term financial responsibilities in the event of an unexpected loss. With this coverage amount, the family can continue to maintain their daily needs, fund children’s education, repay debts, and meet other financial obligations.
Beyond basic financial protection, life insurance has expanded to support long‑term planning objectives, helping families manage education costs, liabilities, and continuity of income.
Retirement Benefits with Life Insurance
As India’s workforce becomes more conscious of post‑retirement income security, life insurance is increasingly linked with retirement planning. Regular income options integrated into insurance products are being viewed to reduce dependence on external support systems later in life.
Save your Income Tax with Life Insurance
Tax efficiency remains one of the reasons families factor life insurance into financial planning, as it continues to be recognised under prevailing tax provisions as a long‑term savings and protection tool.
Policy Flexibility and Early Adoption Trends
Early adoption and flexible policy design have also contributed to growing relevance, as insurers respond to broader financial planning needs across different life stages.
How Life Insurance is Evolving for Family Financial Planning
- Easier Digital Access
Purchasing a life insurance policy no longer involves loads of paperwork, multiple visits to the insurance office, etc. With online options, purchasing and managing life insurance policies has become much easier.
You can compare various insurance plans online, get instant quotes for premiums, opt for paperless documentation, and avail of faster claim settlements. This also helps maintain transparency among policyholders.
- Growing Popularity of Term Insurance
Term insurance plans are becoming more popular because of their high coverage and affordability. This shift reflects a growing preference for high‑coverage, cost‑efficient protection aligned with practical family responsibilities.
- Focus on Long-term Family Goals
As financial planning becomes more structured and long‑term in nature, life insurance is increasingly viewed as foundational rather than supplementary. Its role in addressing income continuity, long‑term obligations, and evolving family needs explains why relevance continues to grow in today’s planning conversations.
