Mumbai: Tata Consumer Products (TCP), the consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella, has awarded its consolidated media duties of media planning and buying for its India business to Wavemaker India.

The company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook, and ready-to-eat offerings, breakfast cereals, snacks, and mini-meals. It is home to brands like Tata Tea, Tetley, Tata Salt, Eight O’clock Coffee, Himalayan Water, and emerging brands like Tata Sampann, Tata Soulfull, Tata Gluco Plus, and Tata Copper Plus water.

Tata Consumer Products president- packaged beverages (India and South Asia) Puneet Das said, “We have been working with Wavemaker on the Packaged Beverages business and are now delighted to extend our partnership with Wavemaker for our media mandate of the TCP India packaged foods and packaged beverages business. We look forward to a continued strong partnership and unlocking synergies with the consolidation of the TCP India brands under Wavemaker India”.

Wavemaker India has been the media agency for the India Packaged Beverages division of TCP which included brands such as Tata Tea and Tata Coffee Grand. It will now also handle media for the consolidated India business which includes brands like Tata Salt, Tata Sampann, Tata Soulfull, Tata Fruski among others. The win comes at the back of a multi-agency pitch. The businesses will be managed from Wavemaker’s Bangalore, Mumbai and Delhi offices.

Speaking on the win,  Wavemaker CEO South Asia Ajay Gupte said, “To partner with one of the most trusted brands in the country is an honour and huge responsibility at the same time. We are glad to partner with TCP in their ambition to become a leading FMCG player in the country.”

Wavemaker India's chief client officer and head –south M.K Machaiah (Mac) said, “We are delighted to be appointed by Tata Consumer Products as their media partners for India. I believe our positive provocative framework complements the brand’s aggressive growth plans. With the help of our expertise across data, media, content, technology, we are confident of landing business goals for various brands of TCP.”