Tata Tea Premium Focuses On Hyperlocal Strategy With New Campaign

EE News Desk Aug 01, 2024

The brand has released new state-specific commercials as its second rendition of this initiative, which is rooted in region-specific insight celebrating unique cultural nuances

Tata Tea Premium has unveiled three films under the aegis of its hyperlocal marketing strategy which journey through the states of Uttar Pradesh, Punjab and Haryana. These films have been crafted by Mullen Lintas that bring alive the brand’s proposition of ‘Desh ki chai, Apne pradesh ka swad’ anchored through a societal truth that is unique to each region.

The film for Punjab celebrates the state’s largeheartedness and its unwavering compassion for community service. It captures the heartfelt gesture of children using their ‘dabbas’ (lunch boxes) as ‘langars’ (community kitchens) to feed construction workers. This further illustrates how Punjab's tradition of ‘sewa’ is quintessentially ingrained into its cultural fabric even while growing up, finding expression even in young school children. The TVC beautifully brings together the brand’s product benefit of 'Vadde Daanein Wali Chai’ with the societal truth of ‘Punjab’s large-heartedness’ to bring alive the brand’s proposition of ‘Vadde Dil Wali Punjab Ke Liye Vaddi Daanein Wali Chai’.

The Uttar Pradesh film is a cinematic story of unexpected heroism featuring a local strongman with a humane touch. Amidst the hustle of UP’s busy streets, he becomes a beacon of humanity by using his influence to clear a path for a desperate ambulance hopelessly stuck in traffic. It’s a testament to the 'Dumdar' spirit of the people from UP which in times of need, steps up gallantly to deliver a positive impact of kindness in sharp contrast to the stereotype that UP is generally associated with. Thereby, associating the product benefit, with the brand’s proposition - 'Dumdar UP ke liye, Dumdar Chai’.

The Haryana hyperlocal film showcases the undaunting courage of women from the state through memorable stories sliced from different walks of life. Featuring a gutsy female cricketer, a daring mother and a fearless policewoman. The TVC captures the bold essence of fearlessness that defines Haryana’s ethos. Resonating with the brand promise of ‘Aise hi kadak Haryana ke liye Tata Tea Premium ne banaya hai kadak chai‘.

Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products said, “Tata Tea Premium had pivoted to its hyperlocal approach almost half a decade ago. While maintaining our national stature, we also leverage our regional expertise by understanding the unique preferences of each of the states. Our new films continue to bring alive the insight that is deeply rooted in the cultural truth and tea preference of each region. This in the process seamlessly brings alive the brand proposition of the region/state. Hence, these films tend to evoke a feeling of regional pride in the heart of our consumers.”

He added, “Each state and in turn its people often fit into a ‘type’, while some stereotypes are biased and come from an outsider’s perspective, some, in fact, are true to their nature and our films celebrate this ‘local’ spirit in all its glory. For example, our Punjab film celebrates the large-heartedness of the people of Punjab who are known to go out of their way to show compassion and serve others. When it comes to Haryana, we wanted to showcase their fearless ‘kadak’ attitude which comes out in their steely resolve and actions which gives them success. The film on people of Uttar Pradesh addresses their negative stereotype of being power hungry. The stereotype is flipped on its head by showcasing their ‘dumdar’ nature when it comes to using their power to good use. We hope consumers will really love and connect with these engaging stories, as much as we did in bringing them to life. The aim is to continue to bring alive more such stories that evoke regional pride, through digital, on-ground and other media-led activations.”

Kishore Subramanian, President & CSO, Mullen Lintas said, “Taking forward Tata Tea Premium's hyperlocal campaign this time around was that much more challenging for us as we had to live up to all the love and success the campaign garnered last time around. We used MLLG’s proprietary immersive syndicated cultural research done for each state in India, to find the right insights to showcase the true spirit of Punjab, UP and Haryana. All gloriously bought alive as a celebration of the brand’s ethos of ‘Desh Ki Chai, Apne Pradesh Ka Swaad’ through these films.”