Tribal DDB India, an arm of DDB Mudra Group, has bagged the digital mandate of B'lue, a brand of Danone Narang Beverages. The agency was chosen after a multi-agency pitch. The brand's creative duties are handled by Scarecrow Communications.
B'lue is a water-based flavoured drink containing vitamins and minerals. It is available in apple, peach and guava flavours. The drink targets the age group of 18-30 years. While it has been launched in the South Asian market, it is called B'lue only in India.
Danone Narang was formed in 2010 as a joint venture company between Danone (French food and beverages major) and Mumbai-based Narang Group. The other liquid drinks offered by the company are Qua and Qua Plus.
Narang Group-controlled Narang Hospitality earlier imported and distributed Danone's packaged water, Evian. Danone also has a 50:50 joint venture with Japan's Yakult Honsha, called Yakult Danone India, which promotes the probiotic drink, Yakult.