Branding and Brand Management

Branding and Brand Management

Hector Beverages, manufacturers of energy drink Tzinga, have appointed Carat to manage media duties of the brand. The account will be handled by the agency’s Bengaluru office.
On the appointment, Suhas Misra, director and co-founder, Hector Beverages, said, “The category is still underdeveloped and when compared to similar markets, the future growth potential is massive . They wanted a strong and dedicated media agency who can partner them in their growth plans with respect to consumer and media understanding, and they found Carat as a perfect fit.”

Chirantan Chandran, media consultant, Hector Beverages, added, “ they were delighted to see the response they received from Carat on the brief and their huge passion for their business. Their understanding of the brief and the customized media solution recommended by Carat using a combination of insights and cutting edge tools were something they were looking for. They are pleased to have them as a partner and are sure that they would contribute significantly to the business growth.”

On the win, Kartik Iyer, managing director, Carat, said, “It has always been their effort to deliver consumer and business focused solutions and services to all the clients across India and are delighted that Hector Beverages found value in our proposal. We are happy to see that Hector Beverages reposed faith and confidence in their cutting edge media solution backed by relevant consumer insights.”
The product retails at Rs 25 for a 250 ml pack and is available in three flavours. The brand is currently targeted in the 18 to 25 year age group and claims a presence in over 25,000 outlets across India.