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Tag: Tata Tea Premium

  • Launches 9 limited edition festive packs in 250gm

    Tata Tea Premium celebrates Odisha Day with campaign

    By Our Staff

     

    Tata Tea Premium pays homage to Utkala Dibasa (Odisha Day) with a campaign. It launches 9 limited edition packs inspired from the handlooms of Odisha. Nine different handlooms from different corners of Odisha have been tastefully adapted into this edition packs.

     

    To bring alive the story of the handlooms, the brand has also released a film conceived by Mullen Lintas, weaving together a whole 9 yard of visual extravaganza narrating the exquisite story of some of the famous handloom weaves of the state.

     

    Elaborating on the initiative, Puneet Das, President, Packaged Beverages, India & South Asia, Tata Consumer Products Limited, said: “As part of our continued efforts to strengthen our brand connect with the people of Odisha, we are excited to celebrate the handloom culture of the state through our #UtkalaKiKala campaign on Utkala Dibasa. The array of handloom sarees from Odisha have been an integral part of the state’s cultural fabric. We have been able to bring alive these handloom traditions and capture their magical design in our limited-edition packs. We have further amplified this story beyond our packs into a beautiful film that can be seen by consumers across Odisha. Celebrating the rich culture of Odisha as well as driving this campaign to highlight the magic of these craftsmen, is at the core of our hyperlocal strategy to strengthen the connect with people of Odisha.”

     

    Arnab Chatterjee, co-founder Tree Design, who had conceived the thought and the pack design added: “To truly do justice to the brief we decided to go to the source of this rich cultural heritage. Traversing across the state of Odisha, we covered close to 1000 kms by road, over a period of 8 days, and located nine local artists who have been practicing their specific craft of handloom weaving for generations. Each of the nine artists was tasked to create a special saree for Odisha Day based on their rich and specific ethnic handloom culture. These sarees then became the base for the nine limited edition Odisha Day packs. These nine gems were then used to create a full campaign for Odisha Day ranging from a special edition tea book to outdoor to print to evoke a sense of local pride with the Tata Tea Premium consumers in Odisha.”

     

    Commenting on the genesis of the campaign and the idea, Hari Krishnan, CEO, Mullen Lintas said: “Not every day you get to work on a campaign like this. While the brief to the team was to communicate about the 9-handloom inspired limited edition packs, the idea was always to celebrate the pride of Odisha on the occasion of Utkala Dibasa, through one of its popular art forms- its beautiful handlooms. The name of the state itself has ‘kala’ in, so we leveraged it to work in our favour and cracked the campaign #UtkalaKiKala, a celebration of the state and its handloom art. The way the film portrays the stories and inspiration behind each of the handlooms, brought alive through a mix of miniature art and slick animation, captivates the viewers while also landing the communication comprehensively.”

  • A range of teas to honour the distinct flavours inspired by the streets of India

    Tata Tea Premium – Street Chais of India launched

    By Our Staff

     

    Tata Consumer Products Limited launched Tata Tea Premium – Street Chais of India, a range of teas that honour the distinct flavours inspired by the streets of India. The launch ceremony was held at Versova Metro station. The range includes four iconic variants inspired by the signature flavours from the streets of India – Kolkata Street Chai, Mumbai Cutting Chai, Purani Dilli ki Mithai Chai, and Hyderabadi Irani Chai. Rapper and songwriter Aarya Jadhao performed at the launch.

     

    Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “The Tata Tea Premium Street Chais of India is a unique tea collection that aims to replicate the authentic flavours of the street chai available throughout India. Mumbai boasts a strong tea culture, with many roadside tea stalls and popular tea houses serving a variety of delicious, aromatic teas. The Mumbai Cutting Chai from Tata Tea Premium Street Chais of India is an effort to bring alive the same street chai culture of Mumbai. We are joined by rapper Arya Jadhao, who has crafted a rap that vividly captures life in Mumbai’s bustling metropolis. Our goal with Tata Tea Premium Street Chais of India is to provide a flavourful experience that transports you on a journey through the bustling streets of Mumbai with every sip.”

     

  • 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!”

     

     

  • 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.”