India – PivotRoots, a Havas company, has been named the digital agency for Bindu Jeera Fizz, a beverage brand in South India, to enhance its digital presence and accelerate nationwide expansion.
With India’s beverage market expected to grow significantly by 2025, Bindu is preparing to expand its reach. The partnership will focus on strengthening Bindu’s digital presence and consumer engagement as it broadens its footprint in the category.
Under this mandate, a multi-platform digital strategy will enhance Bindu’s presence in the Jeera beverage market, emphasising its authentic taste and digestive benefits. To support its national expansion, Bindu will adopt a culturally relevant, digital-first approach to connect with consumers across diverse regions.
Megha Shankar, director – marketing at Bindu Jeera Fizz, shared, “Bindu has been a beloved name in South India for years, celebrated for its rich legacy and authentic taste. As a proud Make in India brand, we are now set to expand nationwide, introducing Jeera Fizz to a wider audience while staying true to our roots. Our focus is on bridging tradition with innovation to make the brand relevant for today’s Gen Z and millennial consumers.”
“With this partnership, we aim to create engaging narratives that drive strong consumer connections and establish Bindu as the go-to choice for Jeera beverages across India,” Shankar added.
PivotRoots’ strategy will focus on reinforcing Bindu’s identity as a well-established Jeera Fizz brand by highlighting its taste, quality, and heritage. The approach includes leveraging content-driven brand awareness through digital assets and interactive formats to improve recall and engagement.
Additionally, the strategy aims to expand market reach by increasing visibility across emerging digital platforms and encouraging product trials in new distribution channels.
Hetal Khalsa, co-founder & CCO at PivotRoots, commented, “We are excited to collaborate with Bindu and bring its legacy to a larger audience through strategic storytelling and digital innovation. Our goal is to reshape perceptions, deepen consumer engagement, and position Bindu not just as a beverage but as an essential part of everyday moments across India.”
