Tata Tea Premium taps into regional sentiments with new ad campaigns

Tata Tea Premium, the tea brand from Tata Consumer Products has launched 3 new films under the aegis of its hyperlocal marketing strategy. These films have been crafted by Mullen Lintas.

The film for Punjab marries the brand’s product benefit of 'Vadde Daanein Wali Chai” with ‘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 testament to the 'Dumdar' spirit of the people from UP.The Haryana hyperlocal film showcases the courage of women from the state through memorable stories sliced from different walks of life.

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 into 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 are 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 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. Aim is to continue to bring alive more such stories that evoke regional pride, through digital, on-ground and other media led activations," Das stated.