MUMBAI: One of India’s leading digital agencies, Indigo Consulting and part of the Publicis Groupe announced that the agency has been chosen to work with Tata Global Beverages, a $1.4 billion company that unties the beverage interests of the Tata Group under one umbrella.

With a brand presence across 40 countries, Tata Global Beverages is the world’s second largest tea company with growing interests in coffee and water. It has a portfolio of strong brands such as Tata Tea, Tetley, Eight O’clock Coffee, Himalayan water and Good Earth tea.

Indigo Consulting has been tasked to evaluate and refocus Tata Global Beverages’ brand communication efforts towards more effective online experiences via the company’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 the company’s key target groups - investors, media, employees and consumers.

Commenting on the move to partner with Indigo Consulting from among the other international contenders, Tata Global Beverages global brands director Sushant Dash says that the website is a critical piece of its corporate identity and looks forward to the redevelopment resulting in an engaging and differentiated online experience for its stakeholders.

The agency has already chalked out plans for the website overhaul and these plans will help build a differentiated online positioning for Tata Global Beverages, says Indigo Consulting SVP strategy and client services Priti Jhavar.

She says, “Tata 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. This is a brand that is responsible for bringing magical beverage moments daily to people around the world and that’s the message that we are very excited to convey through new-age interactions and advanced technology on their website.”