MUMBAI: Tea brand Tata Tea Agni has launched a tea which gives extra energy – Tata Tea Agni Extra Josh. In ane innovation, the tea blend contains added natural caffeine that provides extra energy to meet the demands of a modern energy-intensive lifestyle. The added natural caffeine lends a refreshing boost, making each cup the perfect start to an active day. With the launch of Tata Tea Agni Extra Josh, the brand builds on its long-standing proposition of ‘Josh Jagaye Har Roz’, evolving it to deliver Extra Josh that addresses the growing energy demands of fast-paced lifestyles.
Tata Tea Agni is redefining the tea category with innovation that goes beyond just taste and is relevant. Tata Tea Agni Extra Josh has been developed after understanding the demands of the evolving lifestyle of today’s consumer said the company.
As part of the launch, the brand has unveiled two TVCs that depict everyday situations where people feel the need of extra Josh. The first TVC highlights a mother who is exhausted after days work when her daughter asks her for help with the 3D science project. Initially overwhelmed, the woman recharges herself with Tata Tea Agni Extra Josh and with the renewed burst of energy, she helps her daughter in finishing the project in record time.
In the second TVC, a young couple moves into a new home. The husband rushes off to work, leaving boxes piled high. Fueled by Tata Tea Agni’s Extra Josh, the wife unpacks the entire house with unstoppable electrifying energy. By evening, the husband returns to find the home beautifully set up — and is left stunned by her electrifying transformation. The film demonstrates how Tata Tea Agni Extra Josh added with natural caffeine provides extra energy to help power through an energy-driven lifestyle.
Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, said, “Tata Tea Agni is known for its strong taste, and with the launch of Tata Tea Agni Extra Josh, the brand has created a one-of-a-kind product to fulfil the need for extra Energy in today’s demanding lifestyle. This path-breaking innovation — adding natural caffeine to tea — offers consumers a unique blend that reimagines the role of tea in meeting the dynamic demands of a changing lifestyle. Tata Tea Agni Extra Josh is a modern tea offering for extra energy needs, from a brand that understands the evolving needs of today’s consumers. We are delighted to launch Tata Tea Agni Extra Josh added with natural caffeine in select markets of north India — a region with a deep-rooted love for strong tea.”
Azazul Haque, Group Chief Creative Officer, Creativeland Asia (CLA) added “The brief was absolutely clear — to create a campaign for the new variant launch of Tata Tea Agni, which comes with added natural caffeine that gives Extra Josh, Extra Energy. In a tea category that has never spoken about energy, showcasing it was an exciting creative challenge. So, we came up with the idea of portraying homemakers as Superwomen — effortlessly managing their daily tasks with great Josh. We believed this approach would not only be visually clutter-breaking but also highly relevant to our core target audience. Most importantly, it stayed true to Tata Tea Agni’s core brand philosophy of celebrating homemakers.”
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