MxMIndia

Tag: Tata Global Beverages

  • 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.”

     

     

  • The mandate includes building the social media profile for the India tea and coffee brands of Tata Global Beverages

    Wavemaker to manage digital creative and social mandate of TGBL’s tea and coffee brands

    By A Correspondent

     

    Wavemaker India has won the digital creative and social media mandate for Tata Global Beverages’ tea and coffee brands in India.

     

    The mandate includes building the social media profile for the India tea and coffee brands of Tata Global Beverages on social media, developing a social media strategy, and strengthening Tata Global Beverages’ position in the category. The account was won post a multi-agency pitch. It may be noted that there is no further change reported in the mandate for traditional (non-digital) creative work.

     

    Said Sonia Serrao, Global Media Lead, Tata Global Beverages: “As part of a move to consolidate the social media manadate for our India tea and coffee brands, we evaluated multiple agencies. We  finalised on Wavemaker because of their interesting and creative ideas coupled with their in-depth understanding of the category. Their passion towards the brand and ideas were in-sync with our brand philosophy. We look forward to a great association with team Wavemaker.”

     

    Speaking on the win, Kishan Kumar MS, Managing Partner, Wavemaker India said: “Working with Tata Global Beverages has always been a great experience for us. We are extremely delighted to be their social and creative partner. This is a testimony to some of the great work done by the team on their brands. eg:  Kanan Devan Photography Escapade which now is in Season 3. We are looking forward to creating engaging and compelling campaigns for TGBL brands”.

     

     

  • The film follows the day-to-day life of a student through a montage of shots and captures the immense pressure and stress they undergo to perform well academically

    Jaago Re launches a powerful film on India’s lack of a sporting culture

    By A Correspondent

     

    Taking forward the conversation on the need for preactivism, Tata Tea Jaago Re 2.0 launched a compelling film with a message on the reality behind India’s lack of a sporting culture.

     

    Sharing his thoughts on the idea behind the film, Sushant Dash, Regional President – India, Tata Global Beverages said: “The latest Jaago Re 2.0 film tackles the root cause of our nation’s underperformance in the field of sports by exposing a glaring flaw in our society’s outlook towards sports. While parents pay close attention to how well their children perform in Mathematics or Science, not many know whether their child can comfortably run a 400-metre race. Through this film, we hope to spark a change in our nation’s mindset towards sports education and establish the need to give sports as much importance as academics. By making sports a compulsory subject in schools, we aim to create an environment that will also produce more sporting talent that can go on to represent our country in future local and international sporting events.”

     

    Commenting on the new film, Shriram Iyer, President and National Creative Director, Mullen Lintas, said:

    “Academics edges out sports and as a child reaches pivotal academic years like class 10, sports totally disappears. A consequence of the pressures that an academic system and the society put on children, education is of paramount importance. More importantly, we believe, sports is education too. This led us to put out a campaign that points at the idea that most 14-year olds who were inclined towards sport tend to prematurely RETIRE from it. We are hoping that a campaign that presents sports drop outs as RETIRED will help up the ante on the importance of sports within the academic system. This message dovetails into the larger petition that the brand Tata Tea is spearheading currently. May sports win. May champions be born.”

     

  • 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 Tea is encouraging 'Preactivism', a behavior of timely activism which happens before, to prevent unfortunate things

    Tata Tea’s new JaagoRe campaign urges India to pre-act, not react

    By A Correspondent

     

    Tata Tea brand is back again with its iconic Jaago Re campaign – Jaago Re Version 2.0.The new campaign ‘Alarm Bajne se Pehle Jaago Re’ is urging people to stop reacting after tragedies hitand instead start ‘Pre-acting’, and prevent these issues from happening. Tata Tea is encouraging ‘Preactivism’, a behavior of timely activism which happens before, to prevent unfortunate things.

     

    The film brings alive the need for ‘Preactivism’ in a hard-hitting, pertinent manner. The female protagonist drives this conversation with a compelling storyline that showcases the current reactive nature of people – rallying for an issue once it has happened or taking to on-ground and social media after something bad has happened. Why do we get comfortable with reacting and not pre-acting on issues?

     

    The Jaago Re 2.0 ad film highlights how we, as a country, need to change our behavior towards social issues. We are living in a time where people gather in huge numbers on-ground and online when outraged by an incident. However, to push our consciousness further, we need to create a new behavior within activism. We need to ignite the spirit of prevention so that our society can evolve into a new reality; where it takes measures to intercept warning signs and prevent disasters. We need to wake up before the ring of the alarm – Alarm Bajne Se Pehle Jaago Re!

     

    Overall, the Jaago Re 2.0 campaign will draw attention to the need to pre-act. This campaign is not about the issues. Issues are only familiar examples; this campaign is focused onlanding the thought of ‘Preactivism’ and facilitating a change in current behavior. The campaign will have multiple phases with the current phase focusing on seeding this new thought and making ‘Preactivism’ a mainstream conversation. In the subsequent phases, Tata Tea will continue to drive ‘Preactivism’ through on-ground initiatives, walking-the-talk as a brand that is rallying for change.

     

    The first edition of the Jaago Re campaign focused on various topics ranging from corruption and bribery to voting and women empowerment. Over the years, the campaigns have been instrumental in igniting a social revolution of sorts by provoking an entire generation of Indians to wake up to socio-cultural issues affecting them. Jaago Re campaigns have always questioned people’s apathy towards social issues.

     

    Commenting on the new Jaago Re campaign, Sushant Dash, Regional President – India, Tata Global Beverages, said, “Jaago Re has been a path breaker in many ways. It set the way for brands embracing social change as part of their DNA. However, over the years, as with any innovation or new thinking, the space has become crowded. Hence, we needed to break the mould again and showcase our thought leadership. So we went back to the consumer, to the youth. We realised Jaago Re has helped move the needle. From complete apathy, as a nation we have become reactive. However, the need now was to move from being reactive to instilling a sense of ‘Preactivism’ in people. We wanted to create a new paradigm shift that would be relevant to people of all age groups and demographics, to continue this journey of social change in India. ‘Preactivism’ is a new dimension – not reflecting on culture but creating one. This is hopefully the start to another new wave of social uprising that India will see.”