Tiger met the challenge of differentiating Oxyrich from other brands, by positioning it as a bottled water brand that inspires the youth people to be 'more' thirstier for success. Taking a twist on 'thirst' we came up with an outdoor campaign that addresses 'thirst' as the desire to do something and be someone in life. This positioning was also seen to inspire other brands later on – viz. Limca's 'Pyaas Badhao'. Besides branding, we were the agency that gave the brand name “Oxyrich” – along with its core proposition of - '300% more oxygen'.