Mindshare appointed media AOR for NourishCo

PepsiCo and Tata Global Beverages' joint venture company NourishCo has appointed Mindshare as its media AoR (agency of record).

NourishCo caters to the non-carbonated ready-to-drink beverages segment and provides hydration solutions to both urban and rural consumers.

Dialogue Factory will lead this client relationship with Mindshare. Dialogue Factory, part of GroupM, provides highly targeted alternative marketing solutions.

''The win follows Mindshare's close partnership with PepsiCo and we look forward to serve NourishCo with some of our path-breaking work,'' said R Gowthaman, leader, South Asia, Mindshare.

''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, said, "This win gives us an opportunity to build brands across both urban and rural markets.''