white riversSay Never — a brand built from zero
The brief
TATA was entering India’s energy-drink category with a brand that didn’t exist yet — no name, no pack, no voice.
The idea
We built it end to end: naming, packaging and the TVC. Then we gave it an anthem — a rap track with Shrishti Tawde that Gen Z would actually replay.
The outcome
From name to anthem, one agency. A successful launch.