News Stardom: Bangalore,24th.January 2020 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.
TVC Links:
Delhi – https://www.youtube.com/watch?v=iJx_KY6YsmA
UP – https://www.youtube.com/watch?v=0tff1lATgDM&t=17s
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!”
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