MxMIndia

Tag: Puneet Das

  • Mullen Lintas has created the first film focused on two North-India markets

    Mullen Lintas unveils hyper-local campaign for Tata Tea Premium

    By A Correspondent

     

    Tata Tea Premium has recently launched region-specific ads created by Mullen Lintas.

     

    Puneet Das, Vice President Marketing, India, Tata Global Beverages talking about the campaign said, “Tata Tea Premium has broken new ground where thoughts, new propositions are concerned. The strategy on Tata Tea Premium is to go hyperlocal and shift the needle from not just celebrating ‘India Pride’ but to also evoking regional pride. While most national brands only talk about ‘connecting at a local level’, we have taken a truly hyperlocal approach across all our marketing mix elements – whether it’s packaging, communication or the choice of communication medium. To complement the regional taste expertise, which has been the DNA of the brand, Tata Tea Premium has launched a new & distinct packaging for key regions (like UP and Delhi) which captures the elements of pride for each region. We have developed a State wise communication based on local/regional-level insight; and used hyper local media choices to effectively target the region.”

     

    Commenting on the latest campaign, Amer Jaleel, Group CCO and Chairman, MullenLowe Lintas Group added: “To pay tribute to the widespread love for Premium, Tata Tea took a slightly different route than what most big brands would have chosen. Instead of doing a one-size-fits-all brand campaign, Premium is going local, identifying the local insights of its markets and paying rich compliments to the character and personality of the locals. This work also cleverly uses the existing strength of Premium, which is understanding regional consumer preferences and curating blends to cater to those preferences. The creative is nuanced to deliver how the people of the region are stereotyped and then gently pries away the layer of that lens and sees the people for who they are. After all a brand that’s loved by people should know them deeply, right? Know both their idiosyncrasies and their most lovable traits. I think while attempting this we have also ended up with one of the most unique hyper-local campaign this country has ever seen, and it’s still early days!”

     

     

  • The packaging and communication of Tata Tea Premium are exclusively curated for Delhi to evoke a sense of regional pride

    Tata Tea Premium showcases pride of ‘Dil Se Rich Dilli’

    By A Correspondent

     

    Tata Tea Premium initiated an activation campaign to announce its new packaging. This was initiated in Delhi to evoke a sense of regional pride amongst citizens.

     

    Speaking about the Dil se Rich Dilli campaign, Puneet Das, Vice President – Marketing – India, Tata Global Beverages, said: “Tata Tea Premium has been a popular brand in Delhi and has always connected with the Delhites at an emotive level. Our expertise has been catering to local taste preferences and we’ve always offered distinct blends basis consumer’s taste preferences in various geographies across India. This has made Tata Tea Premium one of the leading brands across India, and in Delhi, across all these years. Today, while being ‘Desh ki Chai’ Tata Tea Premium celebrates Delhi and has showcased this pride of Delhi in its new packaging and communication, which is made specially for the region.”

     

    As part of the integrated hyperlocal campaign, Tata Tea Premium wrapped the Delhi Metro on the outside with visuals of the rich heritage of Delhi, and on the inside with stories of the people of Delhi.

     

     

  • In a bid to celebrate the Tamil pride, not only about the language but as a way of life, Tata Tea Chakra Gold has unveiled a TN-exclusive campaign, conceived by Mullen Lintas

    Tata Tea Chakra Gold celebrates Tamil culture in latest ad film

    By A Correspondent

     

    Tata Tea has unveiled a new Chakra Gold campaign for Tamil Nadu which has been conceptualised by Mullen Lintas.

     

    Commenting on the campaign, Puneet Das, Vice President-India, Tata Global Beverages said: “Tata Tea Chakra Gold is a blend specially crafted for Tamilians and celebrates the Tamil way of life. Its new campaign is about evoking regional pride of Tamil Nadu that is rooted in understanding the importance of discipline and processes in the life of a Tamilian. Similarly, Tata Tea Chakra Gold made from a rigorous process enables consumers to make the perfect cup of tea”.

     

    Highlighting the insight behind this campaign, Chief Creative Officers at Mullen Lintas, Garima Khandelwal and Azazul Haque, added: “Regional insight and truth of inherent everyday behaviour that evokes pride and empathy as a reason to consume Tata Tea Chakra Gold. It positions the brand as a ‘go to’ tea by keeping the consumer at the center using the analogy of the process followed for making it. Similar to the people of Tamil Nadu who drink it, making it the ‘tea of the state’. Simply and beautifully told through the voice and visual grammar that is natively Tamil Nadu.”

     

     

  • #DilKiSuno campaign of Tata Tea Gold aims to bring alive the inspiring stories of consumers who have listened to their hearts

    Wavemaker brings alive Tata Tea Gold’s new campaign

    By A Correspondent

     

    Tata Tea Gold has partnered with IIFA 2019 to launch #DilKiSuno stories as part of the brand’s ‘Dil ki Suno’ campaign. Crafted and executed by Wavemaker, the campaign will showcase inspiriting stories by leading celebrities at IIFA 2019, encouraging consumers to share their inspiring stories and experiences.

     

    Said Puneet Das – Vice President Marketing – (India), Tata Global Beverages: “Tata Global Beverages’ iconic brand, Tata Tea Gold, has stood for the ‘Gold standard’ in tea drinking experience with its rich taste and an irresistible aroma. The brand Proposition talks about ‘Dil ko na kahoge toh pachtaoge’; encouraging consumers to listen to their heart and have no regrets. We continue to build on that proposition with an exciting partnership with IIFA 2019, by sharing inspiring #DilkiSuno stories of your favorite celebrities… and inviting consumers to share theirs.”

     

    Speaking on the collaboration, Kishan Kumar M S, Vice President, Wavemaker India said: “Tata Tea has always brought difference to the lives of millions of consumers through their purpose-driven marketing. For the latest Tata Tea Gold ‘Dil Ki Suno’ campaign, our objective is to inspire our consumers to follow their dreams by listening to their heart.

     

     

  • Encourages men to make a start towards changing regressive traditions holding back women

    Tata Tea Chakra Gold encourages society to move past regressive traditions

    By A Correspondent

     

    Tata Tea Chakra Gold has unveiled its latest campaign in Tamil Nadu in a bid to encourage society to move past regressive traditions holding back women.

     

    Said Puneet Das, Marketing Head, Tata Global Beverages: “Tata Tea Chakra Gold’s new Women’s Day campaign is about celebrating the women of our society by keeping aside some ‘roles’ traditionally defined for them and encouraging the men to take steps towards ensuring equality. The beginning to any great & meaningful change begins at home and hence our campaign tries to identify small but significant steps in which we can usher in changes we want to see in our society to challenge the stereotypical roles associated with women. Our campaign celebrates strong women and a cup of tea that is just as strong.”

     

     

  • The ad film tugs at heartstrings reiterating the insight that ‘you often tend to regret, if you don’t listen to your heart’

    Tata Tea Gold urges viewers to listen to their hearts, in latest ad film

    By A Correspondent

     

    Tata Tea Gold’s new campaign highlights the idea of ‘dil ko na kahoge to pachtaoge’. Adding on to the fervour of new beginnings and resolutions being made for a better year ahead, the ad film tugs at heartstrings reiterating the insight that ‘you often tend to regret, if you don’t listen to your heart’.

     

    Said Puneet Das, Marketing Head, Tata Global Beverages: “Both, desire and regret, are emotions which dwell in the heart. It’s the heart that wants, and when we don’t listen to our heart’s desire, we regret it. Almost all of us will have stories to tell when it comes to ‘regret’ and ‘not following our heart’. We have leveraged this basic human insight to take a refreshed look at our ‘Na kahoge toh pachhtaoge’ platform of Tata Tea Gold, and evolved it to create an emotional narrative around following your heart with this film “Dil Ko Na Kahoge To Pachhtaoge”. With a simple storyline the TVC addresses the perennial dilemma between the head and the heart that transcends the boundaries of age and time.”

     

    Added Amer Jaleel – Group Chairman and Chief Creative Officer, MullenLowe Lintas Group: “While this film shows a young woman struggling to listen to her heart about a career choice, it’s a film that speaks to so many of us. Replace career choice with relationship choices, life choices, or any other choice that each and every one of us has made, to only regret it later, and we have a film that speaks to each and every one of us. That is the beauty of this insight, and the film. Of particular importance, is the role of the mother. Like all mothers, the mother in the film also knows what her child wants, and knows that she will regret it if she doesn’t listen to her heart. Using a simple analogy of a cup of Tata Tea Gold, its tempting aroma and taste, she guides her daughter to listen to her heart, and not have any regrets.”

     

     

  • Durga Puja was identified as the perfect occasion to launch the digital campaign

    Wavemaker executes latest campaign for Jaago Re Version 2.0

    By A Correspondent

     

    Tata Tea has launched its latest film titled “Celebrate the Goddesses of our Homes” for their digital campaign Jaago Re Version 2.0. Conceptualised by Wavemaker, the new digital film is an extension to the latest campaign of Tata Tea which is on the theme of pre-activism ‘Alarm Bajne se Pehle Jaago Re’.

     

    Speaking on the new digital film, Puneet Das, Head – Tea Marketing India at Tata Global Beverages said: “Tata Tea-Alarm Bajne se Pehle Jaago Re has been driving messages of ‘Preactivism’ in a relevant and thought-provoking manner. On the occasion of Durga Puja, we wanted to connect with our consumers at an emotional level and while drawing a parallel with the celebration of the goddess, reiterate the message of respecting the (Women) goddesses in our homes.”

     

    Added Karthik Nagarajan, Chief Content Officer, Wavemaker India:  “Every year for 10 days, we celebrate the Goddess with 10 hands, shower her with all our prayers and offerings, but tend to ignore the women in our household who the Goddess symbolises. This central idea led to the creation of this digital film.”