MUMBAI: Girnar Food & Beverages has appointed Mumbai-based ColourCraft Studio (CCS) to devise a creative and digital direction for the company as the battle for tea’s market share goes digital.

Girnar Food & Beverages director Sachin Bhansali Girnar wants to reach out more to the youth, who have a plethora of tastes and choices, and demand constant product innovation – all of which fits extremely well with Girnar’s DNA.

“We have been working with CCS for the last four months to establish a strategy to attract that target segment while maintaining our ties with our current TG,” said Bhansali.

ColourCraft Studio partner and co-founder Aditi Gandhi added, “We are delighted to receive this mandate from one of India’s finest companies. It is going be an exciting challenge to position Girnar’s offerings as a youth product while maintaining the stronghold it has with the more traditional customer base. We are confident that our 360 degree marketing strategy will strike the right chord with both the target groups.”