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Tag: Rishi Chadha

  • Launches a film on gender inequality to emphasise on the need for change

    Jaago Re highlights need for gender sensitisation

    By A Correspondent

     

    Tata Tea’s social activism movement Jaago Re has launched a new film that showcases an instance of gender inequality we most often ignore. The film depicts how we perpetuate the notion that women are the weaker sex and thus, inferior to men through a simple conversation that a father has with his son after the boy loses to a girl in an obstacle race. Through these films, the brand aims to educate and drive awareness on the urgent need to create a safer environment for women in India.

     

    Commenting on the film, Rishi Chadha, Head Marketing – Tea, Tata Global Beverages said: “It is our firm belief that true social change can only occur when we address the root cause of a social issue. To effectively combat the rising cases of violence and discrimination against women, we need to dispel the incorrect notions of male superiority that are knowingly or unknowingly taught to young children and then continued into adulthood. Therefore, it is imperative to educate our children about gender sensitivity so that both boys and girls can grow up in a mutually equal and respectful environment.”

    Indeed.

     

  • The launch campaign was designed around Tetley Super Green Tea's brand messaging targeting Everyday Superhumans

    Jossbox holds contest Tetley Super Green Tea contest

    By A Correspondent

     

    Jossbox, a leading digital media and content agency showcased their innovative idea through a recent Zumba event which broke the Guinness World Record for most number of people wearing capes during Boomerang, a Zumba concert specially conceptualized for the launch of Tetley Super Green Tea by Tata Global Beverages. The launch campaign was designed around Tetley Super Green Tea’s brand messaging targeting Everyday Superhumans – keeping this in mind, the launch played on the Super Green Tea campaign that sees brand ambassador, cricketer Saurav Ganguly wearing a cape in a bid to bring out his everyday superhuman.

     

    The aim was to execute a high energy, memorable event that drove home the dual messaging of green tea’s association with health and fitness while also highlighting the brand campaign which invites people to bring out their inner superhumans in any way they can.

     

    The concert was led by Shwethambari Shetty, India’s foremost Zumba expert and the co-founder of Tribe Fitness. The on-ground event will also be amplified through digital content pieces executed by Jossbox.

     

    Omer Basith

    Talking about the association, Omer Basith – Director, Jossbox said, “We are thrilled to introduce this unique campaign – Everyday Superhumans for Tata Super Green Tea.  The campaign is bold and allowed us to strongly engage with potential consumers in a fun and collaborative way instead of going the route of standard, vanilla FMCG product launches. We needed a connect to Super green Tea and the TG via something they identify with and hence the idea for a Zumba concert. The idea of having everyone wear capes comes from that of superhumans, and we wanted this to be a visual spectacle in order to drive home engagement and brand recall – Tata Global Beverages Limited was game to try something unconventional, so it was a win-win for all!”

     

    Rishi Chadha, Head – Tea Marketing, Tata Global Beverages said, “At Tata Global Beverages, the consumer is at the heart of everything we do and Tetley Super Green stands true to this testament.  With the range of Tetley Super Green Teas, we are giving people added benefits in their cup of green tea – making it truly super. In today’s world, people are constantly faced with Super Human expectations and could use a boost to live up to it all. This new offering celebrates the spirit of Everyday Super Humans and today’s GUINNESS WORLD RECORDS® achievement is only the beginning of this product’s journey in India. We were very happy to partner with Jossbox on this record breaking event.”

     

  • Tata Global Beverages launches Tetley Super Green with a fun and relatable campaign

    Tetley unveils new campaign featuring Sourav Ganguly

    By A Correspondent

     

    Featuring the former captain of the Indian cricket team, Tata Global Beverages has introduced the all-new Tetley Super Greenwith its latest light-hearted ad film. The campaign highlights the super human expectations each of us face every day.With this campaign, Tetley Super Green introduces vitamin enhanced green teas for the first time in India.The Tetley Super Green range consists of Tetley Super Green Boost – a combination of lime and mint green tea with vitamin B6 to help reduce tiredness and fatigue and Tetley Super Green Immune – which is a combination of citrus and honey green tea with Vitamin C, to help support the immune system.

     

    After a series of ad campaigns, this new campaign from Tata Global Beverages highlights the product’s USP of being a super green tea in a creative manner. The film truly brings alive the positioning of Tetley Super Green as the superhero of green teas. It was backed by the insight that even real, everyday people, are constantly faced with super human expectations, and need a little extra from the products they consume to live up to them.

     

    The ad opens with a woman asking Ganguly’s wife why she needed Tetley Super Green. To which she replies that people still treat her husband like the ‘Prince of Kolkata’, while the camera pans to Sourav Ganguly. The film then continues to display a series of situations where Ganguly is still expected to ‘be the person he once was’. The film ends with Ganguly sipping Tetley Super Green while the voiceover reiterates that a person with super human expectations requires a super green tea.

     

    Speaking about his association with Tetley Super Green, Sourav Ganguly, Brand Ambassador – Tetley says, “I feel extremely honored to be associated with an international brand like Tetley that works tirelessly to give their consumers the best products possible.  Tetley Super Green tea, as the brand name suggests, truly believes that ordinary people are capable of doing super things. Tetley Super Green Boost and Immune contain Vitamin B6 and Vitamin C, whichenhance the functionality of green tea to help us deliver on Superhuman expectations every day. “

     

    Remarking on the campaign, Rishi Chadha, Head – Tea Marketing, Tata Global Beverages says, “At Tata Global Beverages, we are driven by consumer centricity and constant innovation, to cater to the evolving needs of our consumers. Our constant endeavour is to leverage our strong global expertise and learnings to introduce differentiated and value-added offerings to delight our consumers. We pioneered the green tea wave in India and are now introducing a first-of-its-kind vitamin enhanced super green tea as the latest addition to our green tea portfolio. We believe that Tetley Super Green tea is a compelling reason for new consumers to come into the green tea category.  Our new brand film explains this beautifully in a light-hearted and relatable manner. Sourav Ganguly has done a fantastic job of capturing the essence of ‘Everyday Super Humans’ and we are very excited to have him as the new face of Tetley in India.”

     

    Commenting on the campaign, Shriram Iyer, National Creative Director, Mullen Lintas says, “Super Green as a product is about upping health benefits of Green Tea. To bring this alive, the planning and account team on the brand in Bangalore arrived at the insight that sports celebs are faced with a unique challenge. People always expect from them the same superhuman feat that they once performed on the field, no matter what life stage they are in now. This ‘superhuman expectation’ became our creative plank to deliver the message. The script crafted by Santosh Ramakrishnan and directed by Abhinav Pratiman lands the idea gracefully. Sourav Ganguly hits it out of the park. Personally, I think this is Sourav Ganguly’s best onscreen performance, off the field!”

     

  • Tata Tea Premium, a market leader in Odisha, wanted to stay locally relevant to their consumer, the women and build conversations keeping them at the heart of it

    Maxus leans on ‘Narinku Dhanyabad’ for Tata Tea Premium

    By A Correspondent

     

    Maxus ESP, the entertainment, sports and content arm of global communications consultancy firm Maxus, has weaved a thought-provoking campaign for the women called ‘Narinku Dhanyabad’ for Tata Tea Premium in the Odisha market. The campaign which means “Thank the Women” is a call to the men of Odisha to thank the women and remember their silent contribution in shaping their lives.

     

    Tata Tea Premium, a market leader in Odisha, wanted to stay locally relevant to their consumer, the women and build conversations keeping them at the heart of it. Their Odiya TVC is based on a very powerful insight from the market. A research study showed that a patriarchal setup in Odisha made women feel supressed and be taken for granted.

     

    Using content as a route, the brand wanted to create conversations about local reality. They had to engage in multiple, continuous conversations with the men of Odisha. This gave birth to the “Narinku Dhanyabad” campaign. The campaign is targeted to the men of Odisha to awaken them and get them to acknowledge the importance of women in their lives.

     

    Maxus collaborated with Odiya TV network Tarang as the broadcast partner. The faces of the campaign were a few popular stars of Odiya films including Anubhav Mohanty, actor Mihir Das and Buddhaditya Mohanty. They came together to lead the change in Odiya society. They urged men to thank the women in their lives respectively for their immense contribution. The men were also targetted through campaign-centric content on OTV, Odisha’s most watched news channel.

     

    The 3 stars through their individual vignettes urged the men of Odisha to give a missed call to thank that important woman in their lives. Once the men shared the mobile number of the special woman, the woman got a call back with a heart-felt thank you message which acknowledged and respected her contribution. The voices of the stars was used to communicate with both sender and receiver.

     

    “It is extremely heartening to see the response to this campaign. We have gone live only 15 days back and already got 61% of the estimated response. This vision has been brought to life by the collaborative power of GroupM’s House of Media. We would like to thank Tata Tea Premium for taking this up and supporting such a unique yet relevant message! The marriage between the message and the medium has been successful and we hope to supercede in our expectations with this social initiative!” said Pooja Verma, Head, Maxus ESP.

     

    Informing about the integration, Rishi Chadha, Head – Tea Marketing, Tata Global Beverages said, “Tata Tea Premium has been a brand loved and respected by the people of Odisha for over thirty years, making it the market leader in tea category in the state. We at Tata Global Beverages, have always been instrumental in creating a positive social impact. Building further on our iconic Jaago Re property which stands for social awakening, ‘Narinku Dhanyabad’ campaign was conceived in partnership with Maxus ESP to enable the men of Odisha thank the most important women in their lives. At TGB, we strive effortlessly to be increasingly relevant to women whom we consider to be the most integral section of our consumer group and this is our way of giving something back to all of them who truly form the backbone of the society. For the first time, a brand has embarked upon a mega 360 degree activation in the state to truly engage with the people of Odisha. Maxus ESP has spearheaded this campaign from conception to execution, bringing the most important media partners and celebrities on board, making it a roaring success. We now have a sustainable media property to engage with our consumers in Odisha.”

     

  • The film talks about the little joyous moments of life through a family reunion

    Tata Tea Premium launches new campaign

    By A Correspondent

     

    Tata Tea Premium has launched its new campaign for Tata Tea Premium that talks about the little joyous moments of life through a family reunion.

     

    The film opens with a doting father enjoying the company of both his daughters. The ‘choti’ &‘badi’ daughters who stay away from home, have been able to visit home at the same time. The overjoyed father takes a sip of the tea and claims that it is extra special today, since both his daughters are home and the family is together. The mother intervenes and brings out the real reason behind the perfect cup of tea – the blend of chotipattiand badipatti in the tea. The film blends the perfect family moment with the perfect cup of tea.

     

    Remarking on the thought behind the commercial, Rishi Chadha, Head – Tea Marketing says, “Beyond offering teas with consistent and superior quality, Tata Tea has over the years deepened its bond with consumers through some impactful messaging and communication. We have a highly differentiated product offering in Tata Tea Premium. It is the right combination of badipatti for swaad (taste) and chotipatti for kadakpan (strength). We wanted to talk about what makes our brand unique to tea drinkers, so that they can make an informed choice when buying tea. We believe that ‘chai kojaanoge to jaagoge’ ”.

     

    Amer Jaleel

    Commenting on the campaign, Amer Jaleel – Chairman | CCO, Mullen Lintas (formerly NCD – Lowe Lintas), adds “As part of its product-based strategy, Tata Tea wants to ‘awaken’ people to the fine touch of its popular tea brand. We wanted to capture this in an equally nuanced manner, telling little stories of family and home.Tata Tea Premium has the challenging job of delivering the ‘Choti Patti Badi Patti’ promise in a refreshing manner while talking to a wide audience. We have chosen the ‘large-hearted family guy’ to make this point. He goes with the flow of gushing emotions to proclaim that the tea is truly special today since he’s in the company of both his daughters. The Missus sweetly begs to differ, and points out that he may probably be under-appreciating the role of the tea leaves in his ‘filmy’ dialog-baazi. The crafting of this brand has reached a higher degree of refinement and we are expecting women to relate to our offerings.”