Saturday, June 10, 2023
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital
  • Television
  • OTT
  • Impassioned
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
  • People
  • Events
    • Leader Speak
    • Straight Talk
    • Gamechangers
No Result
View All Result
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital
  • Television
  • OTT
  • Impassioned
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
  • People
  • Events
    • Leader Speak
    • Straight Talk
    • Gamechangers
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Campaigns

TATA Tea Premium’s new Campaigns for Maharashtra and Mumbai Brews in the ‘Local’ Flavor

by MN4U Bureau
July 29, 2021
in Campaigns, Featured
Reading Time: 3 mins read
A A
TATA Tea Premium's new Campaigns for Maharashtra and Mumbai Brews in the ‘Local’ Flavor
Share Share ShareShare

Mumbai: Tata Tea Premium has launched two fresh films in its series of hyper-local campaigns in continuation of its strategy of celebrating India’s rich cultural diversity and invoking regional pride. The new hyperlocal 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, Deshki Chai, has made a revamped entry with separate advertisements for Maharashtra and Mumbai.

Through the Maharashtra commercial the brand pays homage to the SarvGuniaspect (multi-faceted)of Marathi women. Maharashtrian women are known to be the keepers of tradition and customs. However, this isn’t the only facet of her. The film showcases a traditional homemaker who is family-oriented, taking care of her kids, elders, and her home. But is also unconventional, modern, and welcomes new thinking as she plays all these multiple roles to perfection. She is, in a sense, Sarv Guni just like Tata Tea Premium, a multi-faceted tea with great taste, strength, and body, specially blended for Maharashtra

The Mumbai film goes on to celebrate the ‘Kadak’ (strong)spirit of Mumbai whose residents are perceived to be thorough professionals and at times detached or indifferent but are known to be equally kind and humane, showcasing a true ‘Mumbaikar Spirit’. Like most cities of India, Mumbai is associated with a certain stereotype, which is typically an outsider’s perspective. The film unveils an ‘insider’s perspective’ by showcasing the real, raw truth behind this stereotype. It is perceived that Mumbai is remarkably different from other cities, with extremely fast-paced, no-nonsense, busy lives led by its citizens, but it also harbors within itself a passionate spirit of humanity that manifests in times of need – be it rains, floods, or any other crisis. Just like ‘Kadak’ chai of Tata Tea Premium, made for Mumbai. Capturing this stereotype is the protagonist of the film,a high-end, highly professional restaurateur, who sternly refuses to hire an employee’s brother for lack of skills and experience. But her large-heartedness and compassion is revealed when she notices some underprivileged people take shelter outside her high-end restaurant to save themselves from torrential rains. She invited them in and serves them food and tea – embodying the true humane spirit of Mumbai.

The new films are backed by a complete pack change in Maharashtra as well as Mumbai, showcasing iconic motifs that reflect pride for the state as well as the city.

Puneet Das
Puneet Das

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 Deshki Chai in the truest sense of the term. The two new TVC’s made especially 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 KadakInsaniyat.Both films aim to deepen the emotive connection the brand enjoys in these markets, in line with our over-arching strategy of celebrating regional pride and driving thought leadership”

Talking about the campaign, Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas, said “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. So we have a story that reflects the ‘KadakDil’ stereotype of Mumbai and celebrates the ‘KadakInsaaniyat’ that Mumbai and Mumbaikars show time and again! 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 SarvGuna State. Just like Tata Tea Premium tea.”

The campaign is live across online and offline mediums.

Maharashtra

Mumbai

Team Credits –

Agency – Mullen Lintas

Creative – AzazulHaque, GarimaKhandelwal, Prasad Venkatraman, AbhilashMundayat, RanbirBhogal,

Account Management – Hari Krishnan, Lopamudra Bhattacharya, AnahitaBrar,

Planning – EktaRelan, Sushma R Rao, GargiSarvankar

Production House – Green Grass Film

Tags: Azazul Haque Mullen LintasMullen LintasPuneet Das Tata Consumer ProductsTata Consumer ProductsTata Tea

RECENT POSTS

Aval Vikatan brings back Jolly Day
Events

Aval Vikatan brings back Jolly Day

June 10, 2023
0

Aval Vikatan, a Tamil magazine for women, announced the return of Jolly Day, an one-day event taking place at the...

Read more
JSW One Homes: #HomeToDreamHomes Campaign
Campaigns

JSW One Homes stresses importance of trusted partners in home construction

June 10, 2023
0

JSW One Homes, the tech-enabled home construction solutions arm of JSW One Platforms, has launched its inaugural digital brand campaign,...

Read more
India Today Group launches Influencer Marketing Hub
Featured

India Today Group launches Influencer Marketing Hub

June 10, 2023
0

The India Today Group has announced the launch of an exclusive social media content creation service named 'Influencer Marketing Hub'...

Read more
Impassioned: Sreeju Premarajan – One audition that added a musical track to life
Exclusive

Impassioned: Sreeju Premarajan – One audition that added a musical track to life

June 10, 2023
0

An oblivious enrollment in a music audition – that’s all it took for Sreeju Premarajan to embark on a fulfilling...

Read more
Weekend Rewind: Balasore, World Test Championship, Gitanjali Aiyar, Brij Bhushan Singh, Mahsa Amini 
Exclusive

Weekend Rewind: Balasore, World Test Championship, Gitanjali Aiyar, Brij Bhushan Singh, Mahsa Amini 

June 10, 2023
0

#Balasore  The train accident was a tragedy of mammoth proportions and resulted in unbelievable grief. As is the case with...

Read more
Digitoonz and Shemaroo collaborate to distribute ATCHOO! season 2
Featured

Digitoonz and Shemaroo collaborate to distribute ATCHOO! season 2

June 10, 2023
0

Digitoonz, an animation studio, has announced a licensing deal with Shemaroo for the animation series ATCHOO! S2. ATCHOO! is an...

Read more

LATEST NEWS

JSW One Homes: #HomeToDreamHomes Campaign

JSW One Homes stresses importance of trusted partners in home construction

June 10, 2023
India Today Group launches Influencer Marketing Hub

India Today Group launches Influencer Marketing Hub

June 10, 2023

ANALYSIS

Indian households to make over 50% non-cash transactions by FY26: Redseer
Analysis

Indian e-commerce market to reach INR 900K Cr by FY26, driven by Tier-2 and smaller cities

June 6, 2023
0

The Indian e-Commerce market, which is currently at INR 400K Cr, is expected to reach INR 900K Cr by FY26,...

PEOPLE

Broadband India Forum appoints Meta's Shivnath Thukral as VP
Featured

Broadband India Forum appoints Meta’s Shivnath Thukral as VP

June 9, 2023
0

Broadband India Forum (BIF), an independent policy forum committed to the development and enhancement of the entire broadband ecosystem in...

OneSource adds Debaman Guin, Akanksha Srivastava and Pranav Allawadhi to its leadership team

One Source strengthens leadership team with key appointments

June 9, 2023

MARKETING

Phoenix Business Advisory appoints Nargis Fakhri as global brand ambassador
Featured

Phoenix Business Advisory appoints Nargis Fakhri as global brand ambassador

June 9, 2023
0

Phoenix Business Advisory has roped in Bollywood actor Nargis Fakhri as ambassador for its USA Business Migration Program. The company,...

Subscribe to Newsletters

ADVERTISING

Zenith India appoints Vaibhav Jadon as National Buying Head
Advertising

Zenith India appoints Vaibhav Jadon as National Buying Head

June 9, 2023
0

Zenith India, the media agency under Publicis Groupe India, has announced the appointment of Vaibhav Jadon as its National Buying...

Schbang's Gunjan S Dixit joins Buffalo Soldiers as Lead Talent Officer

Schbang’s Gunjan S Dixit joins Buffalo Soldiers as Lead Talent Officer

June 8, 2023
Mars Petcare ropes in 22feet Tribal Worldwide for its digital mandate

22feet Tribal Worldwide bags digital mandate for Mars Petcare

June 8, 2023

PRINT

Frontline relaunches with fresh look in New Delhi
Featured

Frontline relaunches with fresh look in New Delhi

June 6, 2023
0

Frontline, the fortnightly news magazine by The Hindu Group, relaunched with a new design at an event in New Delhi....

Malini Parthasarathy steps down from The Hindu board

Malini Parthasarathy steps down from The Hindu board

June 5, 2023
Dainik Bhaskar launches in Mumbai; appoints Concept to manage the brand

Dainik Bhaskar launches in Mumbai; appoints Concept to manage the brand

May 30, 2023

THINK THROUGH

How native ads can help drive awareness, engagement and conversion for brands
Featured

How native ads can help drive awareness, engagement and conversion for brands

May 23, 2023
0

The rise of social media and content-sharing platforms has had a profound impact on how native advertising fits into the...

UPLIFT MEDIANEWS4U DIGITAL PVT LTD
No. 194B , Aram Nagar 2, JP Road,
Versova, Andheri West
Mumbai - 400061

For more details contact

Umanath.V
+91-99400-17868
[email protected]

Recent News

Aval Vikatan brings back Jolly Day

Aval Vikatan brings back Jolly Day

June 10, 2023
JSW One Homes: #HomeToDreamHomes Campaign

JSW One Homes stresses importance of trusted partners in home construction

June 10, 2023
India Today Group launches Influencer Marketing Hub

India Today Group launches Influencer Marketing Hub

June 10, 2023

Newsletter

Subscribe to Newsletters

Medianews4u.com © 2019 - 2023 All rights reserved.

  • The South Side Story 2023 Download Report
  • Goafest 2023: Day 3
  • Goafest 2023: Day 2
  • Goafest 2023: Day 1
  • Straight Talk Gallery 2022
  • The South Side Story 2022 Download Report
  • Focus 2022
  • Futurescope Conclave Gallery 2022
  • The South Side Story 2021 Download Report
  • FOCUS 2021
No Result
View All Result
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital
  • Television
  • OTT
  • Impassioned
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
  • People
  • Events
    • Leader Speak
    • Straight Talk
    • Gamechangers

Medianews4u.com © 2019 - 2023 All rights reserved.