Mindshare has won the media duties for NourishCo, a joint venture between PepsiCo and Tata Global Beverages that provides healthier hydration solutions across urban and rural markets. Dialogue Factory will lead this client relationship with Mindshare. As is known, Dialogue Factory specialises in unconventional media, and offers highly targeted alternative marketing solutions on the back of strategy and planning.
Ashok Namboodiri, chief, sales and marketing, NourishCo, says in an official communiqué, "We liked the iconic work that Mindshare has done in the past. With its width and depth of knowledge, we look forward to working with the new experiential marketing offering by Mindshare."
Commenting on the win, R Gowthaman, leader, South Asia, Mindshare, says, "The win follows Mindshare's close partnership with PepsiCo and we look forward to serve NourishCo with some of our path-breaking work. Through Dialogue Factory, Mindshare is investing in providing wholesome communication programmes that specialise in customised consumer contact, and to provide such a service for NourishCo is a nice moment for us."
Dalveer Singh, leader, Dialogue Factory, says, "This win gives us an opportunity to build brands across both urban and rural markets. We are impressed with NourishCo's commitment and belief in building brands through experiential marketing and community participation."
He adds that this partnership will bring alive the concept of marketing 'with them' instead of marketing 'to them'.
For the record, Dialogue Factory is the newest specialised unit of GroupM set up to cater to the experiential marketing needs of its clients. It is GroupM's solution to providing mass consumer contact programmes with a difference.