Bangalore: Tata Tea Premium, the flagship brand from the iconic Tata Tea’s diverse portfolio has redefined category codes with an innovative, first-ever ‘hyperlocal marketing’ approach for the brand’s restage.
The iconic brand, Tata Tea Premium, has kicked off its restage with the launch of a localized multi-regional campaign across its core markets, beginning with Uttar Pradesh and Delhi. The brand is being restaged with an objective to reinforce brand love by evoking regional pride, while emphasizing its national stature.
Catering to the local preference has been Tata Tea Premium’s DNA, and the brand has been known for offering blends basis consumer preferences in various geographies. To complement the regional taste expertise, Tata Tea Premium has launched a new & distinct packaging for key regions/states which captures the elements of pride for that region.
Commenting on the restage, Puneet Das, Vice President- Marketing at Tata Global Beverages said, “The strategy on Tata Tea Premium is to go hyperlocal and shift the needle from not just celebrating ‘India Pride’ but 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. We have developed a State wise communication based on local/regional-level insight; and used hyper local media choices to effectively target the region. With the restage our endeavor is to disrupt the category by leveraging national stature while emphasizing our regional expertise.”
Speaking about the restage, Sushant Dash, President, Indian and Middle East at Tata Global Beverages said, “Tata Tea Premium is our flagship brand and contributes to roughly one-third of the India business revenues. It is one of the leading brands not just in TGBL, but across the branded tea category in India and therefore it is imperative for us to continue driving growth on the brand. Tata Tea Premium’s expertise has always been catering to local taste preferences and this regional expertise has been one of the key pillars of success for the brand over the years. And thus, celebrating regional pride remains the key ingredient for our India growth story.”
Tata Tea Premium has released two films, one for Uttar Pradesh and one for Delhi. Commenting on the communication Mr. Puneet Das said, “The communication idea is based on the premise that most states are associated with certain ‘stereotypes’/ perceptions which are generally an outsider’s perspective about that region. Our communication tries to showcase the ‘insider’s perspective’ and celebrates the positive truth behind these stereotypes which will evoke pride among its region/ viewers.”
Commenting on the latest campaign of TATA TEA Premium, Amer Jaleel, Group CCO and Chairman, Mullen Lowe Lintas Group quipped, “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 offering 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!”
CCOs at Mullen Lintas, Azazul Haque and Garima Khandelwal conceptualized the hyper-local campaigns. They said “It’s a fully integrated campaign. From packaging to collaterals to POS to the look of the key visual, everything is given a new look in sync with the thought of celebrating regional pride”
The brand pays tribute to each state with the packaging showcasing the elements that truly reflect the pride of that state. In Uttar Pradesh, the new packaging captures the essence of Uttar Pradesh by showcasing iconic places like the Varanasi Ghats and the Taj Mahal, and iconic aspects like the Kathak dance form, the pack highlights elements of pride that will resonate with the people of Uttar Pradesh. The new pack was unveiled at the Iconic Gomti Waterfront in Lucknow.
In Delhi, the packs carry visual imagery of Red Fort, Qutub Minar and India Gate which are symbols of pride for Delhi-ites. The brand showcased Dilli’s regional pride by wrapping the pride of Dilli, the Delhi Metro, on the outside with visuals of the rich heritage of Delhi, and on the inside with stories of the rich hearted people of Delhi befitting the theme ‘Dil Se Rich Dilli’.
Agency – Mullen Lintas
Creative: Amer Jaleel, Garima Khandelwal, Azazul Haque, Sangeetha Sampath, Abhilash Mundayat, Gaurav Sharma, Ananthu G, Vivek M
Account Management Team: Siddhartha Roy, Lopamudra Bhattacharya, Anahita Brar, Alex Ebenezer, Chetali Kudkarkar
Planning Team: Ekta Relan, Sushma R Rao
Director: Anaam Mishra
Executive Producer: Rachita Chowdhury
Production House: Green Grass Film
Brand Team: Puneet Das, Vaibhav Rathi, Neha Taneja