Tata Consumer Products is a subsidiary company of the Tata Group that specializes in fast-moving consumer goods.
Tata Consumer Goods, formerly Tata Global Beverages Limited (TGBL), was founded in February 2020 when Tata Chemicals’ consumer products company got merged with Tata Global Beverages. The company presently works in the food and beverage industry, with India accounting for 56% of sales and the remainder coming from worldwide operations.
Tata Salt, Tata Tea, Tetley, Eight O’Clock Coffee, Good Earth Tea, Tata Sampann, and Tata Starbucks are among the Indian and worldwide brands that the firm now holds following the merger. Tata Copper Plus Water is one of the products launched by Tata Consumer Products company.
Tata Copper Plus Water is copper-enriched water that provides good hydration with every drink. Experts from across the world have produced Tata Copper Plus Water just for consumers. It is suitable for use as part of a healthy lifestyle. Water preserved in copper containers is a time-honored habit that is still performed across India. Copper helps the immune system work, and Tata Copper Plus Water has more copper than water held overnight in a copper vessel.
While Tata Copper Plus Water contains copper, it still looks and tastes like regular water, resulting in healthy hydration with every drink.2 liter, 1 liter, 500 ml, and 250 ml bottles of Tata Copper Plus Water are available in the market.
The researchers at Nourishco Beverages created Tata Copper Water by using the age-old Indian practice of drinking water from copper pots. Tilt Brand Solutions, a Mumbai-based Brand & Communications firm, devised and executed an equally compelling “Jeene Ka Paani” campaign to bring this intriguing promise to life.
Nourishco Beverages’ VP of Marketing, KS Kuttiah, said that they worked closely with Tilt on the rebranding of Tata Water plus Tata Copper Water, as well as the development of new packaging, positioning, and marketing. They’re ecstatic with the response to this new brand communication concept, which they believed does full justice to the compelling customer proposition on which it’s formed.
According to Adarsh Atal, Senior Director – Creative, Tilt Brand Solutions, the campaign was designed and aimed to make a convincing, yet light-hearted, the connection between Tata Copper Water and water consumed from copper vessels. They also intended to convey to customers that this water allows them to live life to the fullest. ‘Sirf peene ka pani nahin, yeh hai jeene ka paani,’ as the saying goes. (Water is not just for drinking; it is also for a living).
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