MUMBAI – India’s beverage giant Tata Global Beverages has tapped digital agency Indigo Consulting to refocus the group’s brand communications efforts towards more effective online experiences through the company’s website.
Indigo, part of Publicis Groupe’s Leo Burnett network, has been charged with overhauling Tata Global Beverages’ corporate website to increase brand awareness and strengthen relations with the existing target audience.
The website revamp comes as a concerted effort by the group to amplify its brand awareness and use the channel to better communicate with the company’s key target groups – investors, media, employees and consumers.
Sushant Dash, global brands director, Tata Global Beverages, described the website as “a critical piece of our corporate identity”. He added: “e look forward to the redevelopment resulting in an engaging and differentiated online experience for our stakeholders.”
Priti Jhavar, Indigo’s senior vice president – strategy and client services, said the agency has already chalked out plans for the overhaul and these plans would help build a differentiated online positioning for the group.
“Tata Global Beverages is such a dynamic brand in itself that to play it safe and stick to a stiff, corporate persona would be a great disservice not just to the group but also to its customers. This is a brand that is responsible for bringing magical beverage moments daily to people around the world and that’s the message that we are very excited to convey through new-age interactions and advanced technology on their website,” said Jhavar.
Tata Global Beverages is the world’s second largest tea company with growing interests in coffee and water, and brand presence across 40 countries. It has a portfolio of strong brands such as Tata Tea, Tetley, Eight O’clock Coffee, Himalayan water and Good Earth tea.
