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Tag: Puneet Das

  • The regional film celebrates the eclectic sounds of Pongal celebrations in Tamil Nadu

    Lowe Lintas celebrates Pongal with Tata Coffee Grand

    By Our Staff

     

    Tata Coffee Grand, the coffee brand from the house of Tata Consumer Products, has released a festive film celebrating the various sounds that reflect the unique spirit of Pongal with the ‘Sounds of Tamil Nadu campaign’.  It celebrates the unique sounds of the harvest festivity this Pongal along with its ‘Shik Shik Shik’ campaign

     

    Talking about the film, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Our campaign of Tata Coffee Grand launched last year, synonymizes the word ‘Coffee’ with the sound i.e. Shik-Shik-Shik – which represents the sound heard when the Tata Coffee Grand jar or pack is shaken! We have gone a step ahead this year and have extended the ‘shik shik shik’ proposition to the sound of the Pongal festivities, to capture the excitement of the festival along with the emotions of drinking coffee. These festivities are not just reflected in the visuals but also in the unique sounds that reverberate throughout the harvest season. In highlighting this, we are happy to launch our new film which doubles up as a feast to the senses and has a distinct sound design that celebrates the festive taste of Tamil Nadu”.

     

    Commenting on the campaign idea, Sonali Khanna, Executive Director and Branch Head, Lowe Lintas South added: “Pongal is a festival that the people of Tamil Nadu hold very close to their hearts, resulting in a joyous tapestry of celebratory sights and sounds. What’s striking is that many of the authentic sounds of Pongal are expressed as triplets. This is exactly the same aural mnemonic we have used to bring our product USP to life: the ‘Shik Shik Shik’ of the packet representing the Tata Coffee Grand crystals. The wonderful interplay of musical triplets, the rich festive hues, and the catchy sound of the pack, all come together seamlessly. To create a film that is as aurally arresting as it is visually resplendent.”

     

  • To be incharge of consolidated media duties of media planning and buying

    Wavemaker wins media mandate for Tata Consumer Products

    By Our Staff

     

    Tata Consumer Products (TCP), the consumer products company uniting the principal food and beverage interests of the Tata group under one umbrella, has awarded its consolidated media duties of media planning and buying for its India business to Wavemaker India.

     

    Said Puneet Das, President, Packaged Beverages, India & South Asia, Tata Consumer Products: “We have been working with Wavemaker on the packaged beverages business and are now delighted to extend our partnership with Wavemaker for our media mandate of the TCP India packaged foods and packaged beverages business. We look forward to a continued strong partnership and unlocking synergies with the consolidation of the TCP India brands under Wavemaker India”.

     

    Speaking on the win, Ajay Gupte, CEO – South Asia, Wavemaker added: “We are ecstatic to bag the consolidated mandate of Tata Consumer Products in India. To partner with one of the most trusted brands in the country is an honour and huge responsibility at the same time. We are glad to partner with TCP in their ambition to become a leading FMCG player in the country.”

     

    Commenting on the win, M K Machaiah, Chief Client Officer & Head – South, Wavemaker India, said: “We are delighted to be appointed by Tata Consumer Products as their media partners for India. I believe our positive provocative framework compliments the brand’s aggressive growth plans. With the help of our expertise across data, media, content, technology, we are confident of landing business goals for various brands of TCP.”

     

  • Echoes the ‘Ghanam’ outlook of people of AP & Telangana

    Mullen Lintas films for Tata Tea Chakra Gold

    By Our Staff

     

    As part of its latest restage campaign, Tata Tea Chakra Gold has launched a new film continuing its series of hyperlocal campaigns. The campaign is conceived by Mullen Lintas Bangalore.

     

    Talking about the launch, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Following our recent restage strategy on Chakra Gold, which saw a refreshed packaging highlighting Telugu pride elements, we are happy to launch the new AP and Telangana – specific film celebrating the ‘Ghanam’ way of life. The campaign brings alive the true spirit of the region and its people as part of our hyperlocal strategy aiming to engage consumers with local cultural insights. Just as people from AP & Telangana prefer everything to be lived fully loaded in their quintessential magnum opus way, their choice of tea too reflects a fully loaded, strong and punchy taste that Chakra Gold promises.”

     

    Added Garima Khandelwal, CCO, Mullen Lintas: “Every facet of Telugu states is celebrated with a larger than life attitude to make every moment fully-loaded with emotions, people and made with all the good things of life. Whether it’s the opulent movies or the lavish feasts of Telugu states; they are awe-inspiring and have set a record in themselves. We wanted our commercials to highlight the insight and we used a colloquial word which encapsulates this – outlook via ‘Ghanam’.  And then we went to town to bring out different life events and occasions that bring out the liveliness and the scale of the events and of course, everything was Ghanam. Just like how Chakra Gold’s strong taste that makes it a Ghanam tea”.

     

  • Celebrates the festive spirit of Onam

    Mullen Lintas films campaign for Tata Tea Kanan Devan

    By Our Staff

     

    As part of its Onam campaign, Tata Tea Kanan Devan has launched a new TVC highlighting how Keralites celebrate the festival, despite current limitations.

     

    The film is created by actor-director V K Prakash. The campaign was conceived by Mullen Lintas aimed at further strengthening the brand’s connect with consumers in Kerala.

     

    Talking about the new campaign, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said, “This year, Onam is again taking place amidst the ongoing pandemic. While this brings its own restrictions, this has not diminished the celebratory spirit for the festival in the least. Being an intrinsic part of Kerala households for decades as one of the state’s most loved tea brands, Kanan Devan is thrilled to launch the new TVC showcasing the Onam spirit in these times. This is our effort to celebrate the same spirit that renders Malayalis unique and Kanan Devan, the taste that Kerala loves. The campaign is in line with our goal to deepen the emotional connect the brand has always enjoyed in the state.”

     

  • Celebrates the multi-faceted women of Maharashtra

    Mullen Lintas films for Tata Tea

    By Our Staff

     

    Tata Tea Premium has launched two fresh films in its series of hyperlocal campaigns in continuation of its strategy of celebrating India’s rich cultural diversity and invoking regional pride. The new commercials are rooted in region-specific insights that reflect not just the true spirit of a region, but also the unique traits of its people.

     

    The brand has previously released its hyper local campaigns in markets like Uttar Pradesh, Delhi, Punjab, Haryana, and Odisha. In continuation of its national restage campaign, Tata Tea Premium, Desh ki Chai, has made a revamped entry with separate advertisements for Maharashtra and Mumbai.

     

    Talking about the new campaigns, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Tata Tea Premium’s expertise has always been catering to local taste preferences. Thus, we’ve always offered distinct blends meeting consumer’s taste preferences in various geographies across the country. This has made Tata Tea Premium one of the leading brands across India, and the Desh ki Chai in the truest sense of the term. The two new TVC’s made specially for the markets of Maharashtra & Mumbai are a step forward in our hyperlocal approach; Wherein we aim to celebrate regional pride with region specific packaging and a local communication lensed through a pertinent local insight showcasing the ‘insider’s perspective’, reflective of the true spirit of the region. While the Maharashtra film celebrates Marathi women for being Sarvguni, the Mumbai film salutes Mumbaikars for their Kadak Insaniyat . Both films aim to deepen the emotive connect the brand enjoys in these markets, in line with our over-arching strategy of celebrating regional pride and driving thought leadership”

     

    Added Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas: “Doing a separate campaign for Maharashtra and Mumbai was a challenge as Mumbai is the capital of Maharashtra. But then Mumbai has its own identity. It has many personalities, characters and many stereotypes. But we thought nothing can make for a better stereotype than the professional, cold, bordering insensitive stereotype of Mumbai. While for Maharashtra, we thought celebrating the multifaceted aspect of the state would connect better with Maharashtrians. We wanted to celebrate the Marathi culture that values traditions and customs but also welcomes new thinking, is progressive and connected with the world., which makes it a Sarv Guna State. Just like Tata Tea Premium tea.”

     

  • This time to attain the ‘Vaccination for all’ goal

    Tata Tea launches latest edition of Jaago Re campaign

    By Our Staff

     

    Tata Tea launched its latest edition of #JaagoRe, Iss Baar #SabKeLiye #JaagoRe with an aim to spread awareness on a cause which is the need of the hour in the current state of Pandemic – urging people to lend a helping hand to those who have been a support in our daily life.

     

    Taking an extension from last year’s initiative Iss Baar #BadonKeLiye #JaagoRe, Iss Baar #SabKeLiye #JaagoRe aims to sensitize people and urge them to help those who may need support in their Covid-19 vaccination journey. The initiative calls on individuals to come forward and offer assistance to everyday workers like maids, drivers, security guards and gardeners who may not have access to the right resources, platforms to register for their vaccination or may have limited access to knowledge on vaccination.

     

    Commenting on the initiative, Puneet Das, President – Packaged Beverages (India & South Asia), said, “JaagoRe has always been instrumental in addressing large social issues collectively by spreading awareness and inspiring people to take action. This time, we are focused on protecting those who help us every day by assisting them in their vaccination efforts. The initiative will involve spreading awareness on the need to vaccinate, education and relevant tips, association with community partners to motivate people and finally take a pledge to encourage others to take similar action. Through this initiative, we are aiming to do our bit in supplementing the country in its vaccination drive because we believe that no one is safe till everyone is safe.”

     

  • To deepen connect brand enjoyed in Kerala

    New campaign to relaunch Kanan Devan Tea

    By Our Staff

     

    As part of Kanan Devan’s relaunch campaign, TVCs created by VK Prakash have been shot in Kerala. Said Garima Khandelwal. Chief Creative Officer, Mullen Lintas:  “The brand communication with this commercial evolves from the brand being home grown in Kerala to being home grown to know Kerala like no other. That the dialect in Kerala is so different in different regions that words in the same language are misunderstood was a unique and fresh idea. What is special in this montage is the mix in the casting, to have famous recognisable artists that are popularly known to be from the same regions as depicted for the commercial lend the scale and memorability.”

    Added Puneet Das, Senior VP– Marketing, Packaged Beverages, India, Tata Consumer Products:  “Tata Tea Kanan Devan, because of its origin from Kerala’s very own Kanan Devan Hills, enjoys a heritage status in the state. Our goal is to deepen the emotional connect , the brand enjoys in the state , by celebrating unique facets of people of Kerala, that instils in them a sense of pride. Kanan Devan’s new TV commercial illustrates situations wherein difference in dialects of Malayalam spoken across the various districts of Kerala , leads to confusion. These situations depicted are so authentic to Kerala, that a brand as ingrained as Kanan Devan in Kerala , can understand and appreciate the humour. We are sure you will enjoy these witty  situations and will definitely agree to the fact, one has to be from Kerala , just like Tata Tea Kanan Devan , to really appreciate this uniqueness”

     

     

  • Tata Coffee Grand presents goes with TV campaign showcasing crackling sound of big coffee crystals, the Shik-Shik-Shik way

    Tata Coffee blends sound & emotion for new ad

     

     

    Tata Coffee Grand unveiled its recent campaign that aims to create a new language for coffee – Shik-Shik-Shik that evokes emotions and excitement amongst consumers. It is conceptualised by Lowe Lintas.

    Speaking about the campaign, says, Puneet Das, SVP – Marketing, Beverages – India, Tata Consumer Products: “We’ve been excited about the idea of the ‘sound of coffee’ for a while now. Through this campaign, we have built the proposition of ‘The sound made by our Tata Coffee Grand pack, which has big granules and decoction crystals that make a great cup of coffee’.  A simple and powerful narrative is linked to a simple action of shaking the pack, remembering that unique sound, replacing coffee with Shik-Shik-Shik when asking for it. We are hopeful that the disruptive unique sound of Shik-Shik-Shik will soon become an overarching synonymous word for coffee.”

     

    Added Sagar Kapoor, Chief Creative Officer – Lowe Lintas: “It’s always a great opportunity when your brand has a product differentiation. Leaping to the creative idea from the differentiator lands on a disruptive idea, more often than not. With Tata Coffee Grand we had the decoction crystals. Besides delivering a superior cup of coffee, these crystals also make a unique Shik-Shik-Shik sound when one shakes the pack. So great coffee was always known by its aroma, it will now be known with its sound. That led us to the idea of ‘Great coffee will now be known as Shik-Shik-Shik. Going ahead we will engage with the consumer in many ways with the ‘Shik-Shik-Shik device,”

  • … is beverage partner of the Shakuntala Devi film, being released tomorrow (July 31) on Prime Video

    Tata Tea Gold leverages OTT & Ecommerce

    By A Correspondent

     

    Tata Tea Gold has collaborated with with Amazon Prime Video and Amazon.in to be the beverage partner of the Shakuntala Devi film, being released tomorrow (July 31) on Prime Video.

     

    Speaking about the association, Puneet Das, Vice President Marketing, Beverages- India, Tata Consumer Products, said: “Tata Tea Gold has been bringing alive it’s ‘Dil ko naa kahoge to pacchtaoge’ positioning through pop culture stories of people who have listened to their hearts and pursued their own passion. The movie will bring alive Shakuntla Devi’s journey to the audience and her story will not only help in propagating the proposition of ‘Dil ki Suno’ but will hopefully inspire several others to tap into their inner voice and pursue their own dreams. Hence, there is a great resonance and synergy between the brand and the movie.:

     

    Added Kishan Kumar M S, Vice President, Wavemaker India: “As an agency partner of Tata Tea Gold, we are always on the lookout for opportunities that can bring alive the brand story to grow the business. If that opportunity comes on the back of two of the latest trends — the surge in Ecommerce and OTT — it makes it even more exciting!”

     

     

  • As a part of the initiative, the tea brand is donating payments for more than 2 lakhs cups of tea

    Tata Tea Chakra Gold launches #OruTeaSollunga campaign in TN

    By A Correspondent

     

    In an attempt to ease the financial situation of tea shop owners, Tata Tea Chakra Gold, a popular tea brand in Tamil Nadu, has taken a step forward to launch a campaign #OruTeaSollunga.  The initiative spreads awareness calls for people to digitally donate payment equivalent for a cup of tea. On its part, Tata Tea Chakra Gold is donating payments for more than two lakhs cups of tea to add to the contribution from patrons to select tea shops in Tamil Nadu.

     

    Speaking about the initiative, Puneet Das, Vice President – Marketing, Beverages India, Tata Consumer Products, said: “Tamil Nadu’s Tea Kadais are a favuorite destination for most people for a tasty and refreshing cup of tea. The extended lockdown has brought distressing times for the livelihoods of many in this sector. Tata tea Chakra Gold has been one of Tamil Nadu’s popular tea brands and apart from being enjoyed across many households, it has many hot tea shop customers as well. The initiative #OruTeaSollunga by the Tata Tea Chakra Gold, is aimed at giving the people of Tamil Nadu an opportunity to help the tea shop Anna in these difficult times. People can pay a nominal sum of Rs 10, (equivalent to paying for a cost of a cup of tea), through their digital wallet from wherever they are, and the amount collected will be sent as donation for the cause of these tea shop workers. As part of this initiative Tata Tea Chakra Gold is donating payments for more than two lakhs cups of tea, each cup worth Rs 10. We urge everybody to join us in this cause and help make a genuine difference towards the lives of tea shop Anna.

     

     

  • Iss Baar #BadonKeLiye #JaagoRe initiative aimed at helping senior citizens, the most affected with lockdown and COVID-19

    Tata Tea urges individuals to care for senior citizens

    By A Correspondent

     

    Tata Tea has announced that in the wake of the Covid-19 situation and extended lockdown period in the country, they will work towards spreading awareness and facilitating change for the cause of the elderly, who are the most vulnerable during these times, through their social initiative, Iss baar #BadonKeLiye #JaagoRe JaagoRe.

     

    Commenting on the initiative of Iss baar #BadonKeLiye #JaagoRe, Sushant Dash, President, Beverages– India & Middle East, Tata Consumer Products, said: “JaagoRe has always been a means to awaken people on a relevant social issue, inspire them to take action thereby make a genuine difference in society. For us, it has always been about making a real difference in people’s life and with this initiative also, that is the attempt. The initiative will involve, spreading awareness of the Social Cause viz Helping the elderly, providing relevant tips, tying up with NGOs and providing a common platform for people to connect with them, and share stories of volunteers to inspire others to take action.”

     

    Added Puneet Das, Vice President Marketing, Beverages – India, at Tata Consumer Products: “It is important to understand and address the medical, psychological and social needs of the elderly whose routine life is disrupted leading them most prone to confusion and helplessness. A simple action like checking on them to see if they need anything and taking steps to help them will make a big difference. Of course, all this needs to be done keeping in line with the Covid-19 guidelines, as provided by the local administration. However, it is time to give back to our elders who have protected and guided us in the right direction. Every small step or action you take to help them, can make a big difference. Hence, we appeal to all to join the movement, and be a catalyst of change with Iss Baar #BadonKeLiye #JaagoRe.”

     

     

  • Unveils TVC to appeal to the local Maharashtrians

    Tata Tea Gold rebrands packaging in Maharashtra

    By A Correspondent

     

    Tata Tea Gold Mixture announced its relaunch in Maharashtra in Aurangabad. Commenting on the strategy and ideas behind the restage, Puneet Das, Vice President – Marketing – India, Tata Consumer Products said: “As a part of our strategy for Tata Tea, we are entering deep pockets of India to provide a quality tea experience to our consumers which only gets better with our specially crafted blends that are suited to the local taste preferences. Maharashtra is a key tea drinking market, and keeping regional preferences in mind, we are happy to announce that Tata Tea Gold Mixture is now in a new and improved blend which will be enjoyed by the tea lovers of Maharashtra. The quality offering is also reflected in our packaging, shifting from yellow to red & gold, which brings out the preimmunises of our offering. We hope this will be a delightful tea drinking experience and will be enjoyed by the tea loving people of Maharashtra.”

    The product is available in all key traditional and modern trade outlets in Maharashtra.