Goodricke Tea revives Bengali concept of "adda" with its latest campaign

Goodricke Tea has recently come up with an interactive 360 degree campaign for its roasted tea segment called, Goodricke Roasted Campaign. The campaign has been launched in Bengali language and has been released on all the traditional media channels including- Print, Radio & OOH.

The rationale behind the campaign is that, since the word ‘ADDA’ is synonymous with the Roasted Darjeeling Tea, Goodricke aims to blend the Roasted Darjeeling flavour perfectly with every ‘adda’ tenor of Bengalis. Cherishing this, the company took three different characters synonymous with every Bengali in the forms of “Filmy Phool Pishii”, “Kheluurey Khokon” and “Petuuk Poltuu”. In its way of life the city experiences these real characters in every Bengali community. These characters have their own uniqueness, but their individualities blend perfectly only with Goodricke Roasted Darjeeling tea.

Genesis is the agency that has partnered with Goodricke Tea to conceptualise and produce the campaign that runs for one month, 15th Nov to 15th Dec 2017. And they expect to impact and create a big buzz in Kolkata with the new Campaign of Goodricke Roasted Tea. Since Roasted Darjeeling Tea is the number one Darjeeling tea in Kolkata, Goodricke expects it to be even more significant within the Bengali community. The Company is anticipating a hike in the product placement in the retail markets of Kolkata and to achieve its target for the year.The core message that the company wants to impart is, “Proti Chumuke Adda Jomuk”, translates every Bengali heart as every moment is an ‘adda’ for them. It highlights the tradition of tea companionship of Kolkata, since there is nothing more soothing and heart touching to the people here than a cup of tea with their every discussion, be it food, sports or movies. To be very specific, with the campaign messaging “Proti Chumuke Adda Jomuk”, Goodricke Roasted Darjeeling Tea emphasizes on the love of tea of every Bengali, where every sip of this golden liquor enhances the proximity of ‘Bengali adda’.

This advertisement campaign would strengthen Goodricke’s position which would aid the Company to gain a more visible market presence. One of their primary aims with the campaign is to let more people know and try the world class teas of Goodricke.