Tata Water Plus

Water washes away, so how can it deposit nutrients?

Issue

Tata Water Plus was a nutrient enriched water – a hitherto unknown proposition for India. Culturally, water cleanses and purifies. How can it become believable as depositing nutrients.

Insight

Semiotic decoding of culture led us to use of a copper vessel to store water overnight, such that water had ‘potency’. The brand has copper as one of its nutrients and was thus encoded in the brand design.

Impact

The brand Tata Water Plus commanded a premium over regular waters and spiked in sales.