MUMBAI: India's ready-to-drink (RTD) revolution just got a shot of caffeine and a splash of spring water. Tata Consumer Products handed the creative mandate for Tata Coffee Grand Cold Coffee and Himalayan Natural Mineral Water to 82.5 Communications after a closely fought multi-agency pitch.

As Tata doubles down on out-of-home (OOH) beverage consumption, 82.5 Communications will steer the offline, digital, and social campaigns for both brands, blending international inspiration with desi thirsts.

"Coffee has exploded! Tata Coffee Grand Cold Coffee is not just keeping up, it’s adding a punch. It’s a great opportunity to ride the cold coffee craze and give this generation the quirky fuel they need to rewrite the rules," said 82.5 Communications India CCO Mayur Varma.

The Tata Coffee Grand Cold Coffee range will swirl into the market with three bold flavours—Swiss Caramel, French Vanilla, and Belgian Chocolate—bringing international cool to India's bustling cold brew scene.

Meanwhile, Himalayan Water, bottled at the Shivalik foothills, plans to ride the health-conscious wave by carving out a premium space in the hydration market.

"The ambition at Tata Consumer Products’ Himalayan Water is as bold as the terrain it comes from, and we at 82.5 Communications share the same ambition. It’s thrilling to partner with a brand that’s not just aiming high but aiming right," said 82.5 Communications India CCO Anuraag Khandelwal.

With Indian packaged water consumption growing fast on the back of rising disposable incomes and mobile lifestyles, the timing couldn't be sharper.

82.5 Communications India president north and east Chandana Agarwal added, "Coffee and water brands? Talk about a thirst-quenching opportunity! We're absolutely buzzing to be working with such a prestigious brand. We're ready to brew up some seriously creative campaigns and make a splash in the market."

The collaboration aims to connect with gen z and gen alpha audiences, fuel digital conversations, and refresh how India experiences both cold coffee and premium water.