Tata Tea Premium celebrates regional pride with hyperlocal campaigns

Tata Tea Premium has launched 3 new films under the aegis of its hyperlocal marketing strategy.

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.

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.”

“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.””

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.”