Tata Consumer Products Retains Wavemaker As Its Media Agency

Tata Consumer Products has reappointed Wavemaker as its media agency partner for another term, beginning fiscal year 2025. This collaboration will address the strategic planning and implementation of Tata Consumer Products' media mandate in India.

For brands in India like packaged beverages, foods, ready-to-drink, Tata Soulfull, and Organic India, Wavemaker, the current media agency for Tata Consumer Products, will continue to lead dynamic media planning and execution across TV, print, radio, and digital channels. These brands are dispersed throughout Bangalore, Mumbai, and Delhi.

The estimated value of the integrated media mandate is between Rs 150 and Rs 200 crore. The pitch was last called by TCP in 2021.

Commenting on the announcement, Puneet Das, President - Packaged Beverages, India & South Asia, Tata Consumer Products, says, " Tata Consumer Products has been at the forefront of delivering hyper-local, hyper-personalized and technology-driven marketing initiatives, achieving exceptional impact across diverse markets. We are excited to continue on this journey and our partnership with Wavemaker as our media partner.” The media mandate includes end-to-end management of traditional and digital media planning and buying, aimed at driving greater synergies across Tata Consumer Products’ diverse brands, including Tata Tea and variants, Tata Salt and premium salts, Tata Sampann, Tata Coffee Grand, Tetley Green Tea, Tata Soulfull, Himalayan water, Tata Gluco plus, among others.

Speaking about the win, Ajay Gupte, CEO – South Asia, Wavemaker shares, “We are honoured to be re-appointed as the media partner for Tata Consumer Products. Collaborating with such a respected brand presents a significant responsibility. Tata Consumer Products' strong emotional connections with its audience inspire us to leverage our expertise in media and consumer engagement. Continuing on our long-standing partnership, we are dedicated to crafting innovative campaigns that align with their brand mission, sparking meaningful conversations and excitement. Together, we aim to enhance Tata Consumer Products' legacy as an industry leader and create impactful experiences that resonate