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Tag: Tata Consumer Products

  • 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.”

     

  • Popular comedians collaborate to drive awareness and encourage India to #TakeItLite

    Tata Salt Lite ads on hypertension

    By Our Staff

    Tata Salt Lite has launched an awareness campaign in collaboration with India’s popular comedians – Zakir Khan and Atul Khatri. The initiative uses humour to build education around hypertension, a rising health concern.

    Said Richa Arora, President, Packaged Foods, Tata Consumer Products, India: “We have seen increased levels of stress among India’s urban adult population which is known to cause Hypertension. While some people make a start controlling the intake of sodium along with an active lifestyle, the task for us is increasing the levels of awareness about the early signs of Hypertension. Therefore, our campaign is aimed at educating consumers about it and urging them to #TakeItLite.  Our Tata Salt Lite™, a 15% low sodium salt is designed to provide a convenient option to those advised to keep blood pressure in check by cutting down sodium intake.”

    Added Dr. Narsingh Verma, Secretary-General, Indian Society of Hypertension (ISH): “There has been a steep increase in covert stress and underlying anxiety this year which has led to more people experiencing high blood pressure or even Hypertension. In fact, Hypertension is more common than considered, with nearly 30-40% of India’s adult population afflicted with it (source). At a primary level, however, this can be easily managed by keeping a watch on one’s diet which includes consuming a low sodium salt.”

    Said Mohit Malik: “#TakeItLite is an important message for people to hear and know more about – now more than ever. We too learnt about the effects of anger on one’s well-being having seen a family member experience Hypertension and ever since, have been taking active steps to manage Hypertension in our families. Both Aditi and I try and follow a healthy lifestyle and keep a count on our sodium intake by consuming Tata Salt Lite™ which is a 15% low sodium salt.”

     

     

  • Uses AR to convey an important message through the avatar of Gandhi

    Tata Salt salutes 91 years of Dandi March with campaign

    By Our Staff

    Tata Salt launches new campaign to commemorate 91st anniversary of the historic Dandi March. The AR-driven campaign will include the avatar of Mahatma Gandhi coming to life through digital platforms to deliver a reminder on the simple but critical acts of safety precautions to adhere to Covid-19. The campaign has been rolled out across all Tata Salt social media channels.

    Said  Richa Arora, President, Packaged Foods, India, Tata Consumer Products: “Our campaign evokes the historical relevance of the Dandi march where the father of our nation called out for collective citizen measures, as the nation marched towards independence. Tata Salt has always been at the forefront of influencing social change and this campaign is an effort to bring alive the determination and persistence displayed by Gandhiji during India’s freedom struggle to bear on what is required from people today. Through an engaging and innovative technology intervention, we are encouraging citizens to follow his footsteps and collectively fight the current world health crisis. By continuing to wearing masks, maintaining social distancing and washing their hands regularly.”

     

     

  • 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”

     

     

  • The campaign highlights the importance of iodine in a child’s mental development

    Tata Salt launches new ad campaign, #SawaalDeshKiSehatKa

    By A Correspondent

     

    Tata Salt has launched its latest integrated marketing campaign, #SawaalDeshKiSehatKa. The new TVC  is an extension to the last-running ‘Sawaal Kijiye Apne Namak Se’ campaign. This main objective of this campaign conceptualised by Ogilvy is to “build awareness of Iodine and its importance as a micronutrient in proper mental development of children”.

     

    Said Richa Arora, President, Packaged Foods, India, Tata Consumer Products: “Tata Salt’s genesis was in serving a national need for iodizing India, and we are proud that with our latest campaign #SawaalDeshKiSehatKa, we continue to stay true to our motto of ‘Desh ki Sehat, Desh ka Namak’. Today’s children are very inquisitive, and this is very relatable behaviour for every parent, and people in general. Being inquisitive is often considered a sign of intelligence in children, and this film celebrates that spirit in a unique and endearing format.”

     

    Added Sukesh Nayak, Chief Creative Officer-Ogilvy India: “As parents, we are all so used to getting stumped almost every other day with the never ending set of questions asked by our children. Building on this insight, we took the idea further, to the person who is now also a partner to parents in answering these questions, the AI device in our homes. The idea is not just be informative but also entertaining to ladder up how Iodine helps in ensuring proper mental development of children.”

     

     

  • … 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!”

     

     

  • Warrier has spent over two decades at PepsiCo

    Deepika Warrier joins Diageo India as CMO, Julie Bramham is Global Brand Director for Johnnie Walker

    By A Correspondent

     

    Alcohol beverage major Diageo India has announced the appointment of Deepika Warrier as Chief Marketing Officer (CMO), effective July 27. Julie Bramham, currently CMO of Diageo India, will move to Amsterdam as Global Brand Director for Johnnie Walker.

     

    Warrier, till recently, was Managing Director & CEO, Nourishco Beverages (formerly, a 50:50 Joint Venture between PepsiCo India and Tata Consumer Products). She joins Diageo after spending over two decades at PepsiCo, where she held key positions including CMO for PepsiCo India and Vice President for the nutrition category across multiple geographies.

     

    Commenting on the changes, Anand Kripalu, Managing Director and CEO, Diageo India said: “We are delighted to welcome Deepika to the Diageo India family. Her strong consumer-centric approach combined with her transformational leadership skills makes her a tremendous asset to Diageo. We would also like to thank Julie for her many contributions to the business, including setting a new direction for our brand portfolio as well as the Innovation programme.”

     

     

  • 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.

     

     

  • Tea will distribute food kits to the elderly (above 60 yrs of age), across India, in partnership with Help Age India

    Tata Tea Jaago Re partners with HelpAge India

    By A Correspondent

     

    In the wake of the Covid-19 situation and extended lockdown period in the country, Tata Tea has unveiled a social initiative titled Iss baar #BadonKeLiye #JaagoRe

    Taking this initiative forward, the tea-maker has now partnered with HelpAge India, a leading charity in India working for the elderly, to continue to make a meaningful and genuine change in the lives of elders. With this association, the duo will work towards providing on-ground help to elderly in different states of India during this crisis.

     

    Commenting on the association, Sushant Dash, President, Beverages– India & Middle East, Tata Consumer Products, said: “In these troubled times, it is our simple yet genuine endeavour to contribute towards making a meaningful change and to lend our sincere support to the senior citizens in the country. To help us in our efforts towards the same, we are pleased to get into a partnership with HelpAge India, who have been serving the elderly cause for 4 decades. Together with this association we encourage everybody to also join the initiative and help us in supporting our elders during this crisis.”

     

     

     

    Added Mathew Cherian, CEO , Helpage India: “Helpage India has been working with and for the disadvantaged elderly, serving their needs in a holistic manner, enabling them to live active dignified and healthier lives. During the Covid-19 pandemic, it is all the more important for us to step up and help one of the most vulnerable sections – the senior citizens. We are happy to be associated with Tata consumer products for the Iss Baar #Badonkeliye #Jaagore cause of helping the elderly in every possible way we can.”

     

     

  • 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.