Objective
NourishCo, a joint venture between Tata Global Beverages Limited and PepsiCo India Holdings Private Limited is keenly focused on enhancing the hydration category in India. They came up with Himalayan Orchard Pure, a new line of drinking water available in 3 natural flavours: Peach, Strawberry & Apple. The bottled were sourced at Paonta Sahib, Himachal Pradesh (same as Himalayan).
NourishCo wanted to:
- Increase awareness for Himalayan Orchard Pure
- Leveraging the association with Masaba Gupta, to characterise Himalayan Orchard Pure as a lifestyle accessory
- Bring to life, the proposition of naturally flavored Himalayan Orchard Pure water
Strategy
- Step into the orchards with Himalayan – Overarching Message
- Phase wise Communication Approach
- Cued in with teasers #FlavoringDelhi - something is coming soon that's about Himalayan Water and fruit flavors
- Launched Himalayan Orchard Pure in three flavors
- Drove inspiration for Masaba’s collection – #EscapetotheOrchards
- That led to conversations around the inspiration, 100% natural flavours with Himalayan in the context of #EscapetotheOrchards
- Revealed the creation inspired by Himalayan #EscapetotheOrchards