Wavemaker India has been awarded a media contract


Tata Consumer Goods (TCP), the consumer products firm that unites the Tata Group’s primary food and beverage holdings, has granted Wavemaker India its consolidated media obligations of media planning and buying for its India business.

Tea, coffee, water, RTD, salt, legumes, spices, ready-to-cook and ready-to-eat goods, morning cereals, snacks, and small meals are all part of the company’s product line. Tata Consumer Products is the home of well-known brands such as Tata Tea, Tetley, Tata Salt, Eight O’clock Coffee, Himalayan Water, Tata Sampann, and new brands such as Tata Sampann, Tata Soulful, Tata Gluco Plus, and Tata Copper Plus water.

TCP’s India Packaged Beverages branch, which includes Tata Tea and Tata Coffee Grand, represented Wavemaker India as its communications agency. Wavemaker will now manage media for Tata Salt, Tata Sampann, Tata Soulful, and Tata Fruski, as well as the unified India firm.

The victory is the result of a multi-agency pitch. The businesses will be administered from Wavemaker’s headquarters in Bangalore, Mumbai, and Delhi. Wavemaker India served as the communications agency for TCP’s India Packaged Beverages division, including Tata Tea and Tata Coffee Grand.

Wavemaker will now manage media for Tata Salt, Tata Sampann, Tata Soulful, and Tata Fruski, all unified India groups. The win came as a consequence of a multi-agency pitch. Wavemaker’s offices in Bangalore, Mumbai, and Delhi will oversee the operations.

 “We have been working with Wavemaker on the Packaged Beverages business and are now thrilled to expand our cooperation with Wavemaker for our TCP India packaged foods and packaged beverages business,” says Puneet Das, president, Packaged Beverages, India & South Asia, Tata Consumer Products. With the unification of the TCP India brands under Wavemaker India, we look forward to a continued strong relationship and realising synergies.”

“We are pleased to capture the consolidated mandate of Tata Consumer Products in India,” stated Ajay Gupte, CEO – South Asia, Wavemaker. Partnering with one of the most trusted businesses in the country is both an honour and a tremendous responsibility. We are delighted to join TCP in their aim to become the country’s top FMCG player.”

“We are thrilled to be chosen by Tata Consumer Products as their media partners for India,” said M.K Machaiah (Mac), chief client officer & head – south, Wavemaker India. I feel our upbeat, provocative framework matches the brand’s aggressive growth plans. We are confident in achieving business objectives for numerous TCP brands with the support of our experience in data, media, content, and technology.”

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