Bangalore: In a bid to evoke regional pride TATA Tea Gemini, the largest tea brand of Telangana, has unveiled its latest campaign that celebrates the strong women of Telangana and pays an ode to their never-settle attitude.
This new TV Commercial is part of Tata Tea Gemini’s much-awaited brand revamp in the market of Telangana where it commands market leadership in the branded tea category. The new visual identity brought out through the packaging is inspired by Kalamkari, the famous local art form. This locally relevant marketing mix is expected to deepen the brand’s connection to the state of Telangana by evoking local pride.
Conceptualized by Mullen Lintas, the TV campaign tries to showcase the life of a regular woman and her quest to have her own identity. In this ad, a Telegu woman is shown sitting in the back of a car, remembering the various instances in her life, where many dissuaded her from following her own dreams of starting a business. However, despite all the challenges faced Fighting back all the challenges with her strength, she achieves her dreams. The communication campaign celebrates the true pride of Telangana, brought to life by its portrayal of this uncompromising attitude of Telugu women who do not settle for anything but the best.
Speaking about the latest campaign, Puneet Das, SVP – Marketing, Packaged Beverages, TATA Consumer Products, says, “TATA Tea Gemini is a leading tea brand in Telangana and has been a part of Telugu households since 1978 and that is why we believe a brand with such a legacy and stature should celebrate the spirit and character of the region. The new TVC thus is an ode to all the uncompromising (Telegu) women who are self-determined, have a never –settle attitude, and choose nothing but the best. With the core idea of not compromising for identity, which is also a part of the state ethos, we wanted to salute the grit and determination of the women in the region. We believe that Tata Tea Gemini is a quality product from Tata Tea and our new communication and the packaging is our attempt to deepen our regional connect in this market.”
Commenting about the TVC says, Garima Khandelwal, Chief Creative Officer, Mullen Lintas, “The insight of the campaign was that Telangana women have gold standards for everything. What they have achieved and strived for sets them apart because of the standards they set for themselves. They go against all odds to go after their dreams. And with this communication, Tata Tea Gemini pays an ode to that spirit of never settling for anything but the best. Of never compromising on anything. It’s yet another take from the brand’s portfolio to evoke regional pride, this time it’s lensed for the women of the state. It’s no surprise that Tata Tea Gemini is their preferred choice, equity-only quality tea can subscribe to, for women like them.”
Production House – Rawshark FIlms
Director – Aloke Shetty
PR – Adfactors PR
Agency – Mullen Lintas