Tata Global Beverages has appointed Publicis Groupeâ€™s Indigo Consulting as its digital agency.
Indigo Consulting has been tasked to evaluate and refocus Tata Global Beveragesâ€™ brand communication efforts towards a more effective online experience via the companyâ€™s website. The website revamp comes as a concerted effort by the group to amplify its brand awareness and use the channel to better communicate with its key target groups â€“ investors, media, employees and consumers.
Sushant Dash, global brands director, Tata Global Beverages, said: â€śThe website is a critical piece of our corporate identity and we look forward to the redevelopment resulting in an engaging and differentiated online experience for our stakeholders.â€ť
Priti Jhavar, senior VP of strategy and client services, Indigo Consulting added that the agency has already chalked out plans for the website overhaul and these plans will â€śhelp build a differentiated online positioning for Tata Global Beveragesâ€ť.
â€śTata 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,â€ť Jhavar added.
Tata Global Beverages is the worldâ€™s second largest tea company with growing interests in coffee and water, with brand presence across 40 countries. It has a portfolio of strong brands such as Tata Tea, Tetley, Eight Oâ€™clock Coffee, Himalayan water and Good Earth tea. Tata Global Beverages is a US $1.4 billion company that unites the beverage interests of the Tata Group under one umbrella.