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National brand goes regional, Tata Tea Premium evokes local flavour in new TVCs

Tata Tea Premium has launched two campaign TVCs called ‘Dil Se Rich Delhi’ and Dumdaar Uttar Pradesh’. The creative films have been conceptualized by the agency MullenLowe Lintas which ties the proposition of rich and flavourful tea with the rich cultural nuances of two different regions in India.

The brand has roped in actor Jatin Sarna known for his role as ‘Bunty’ in Sacred Games for the ‘Dumdaar Uttar Pradesh’ film and actress Divya Dutta who is the voice behind the narration in the ‘Dil Se Delhi’ film.

Both TVCs play out predictable scenarios but with a twist at the end tying with the simple brand proposition of Tata Tea Premium. Puneet Das, Vice President – Marketing - India, Tata Global Beverages spoke to Adgully behind the brand insight that lead to the creation of the two films.

 ‘Dil Se Rich Delhi’

The video plays out a typical Delhi wedding scene built on the stereotype that the Delhi crowd likes to show off. The campaign also highlights the big heartedness of Delhi and builds on the brand messaging of inclusiveness.

Speaking about the Dil se Rich Dilli campaign, Puneet Das said, “Tata Tea Premium has been a popular brand in Delhi and has always connected with the Delhites at an emotive level. Our expertise has been catering to local taste preferences and we’ve always offered distinct blends basis consumer’s taste preferences in various geographies across India. This has made Tata Tea Premium one of the leading brands across India, and in Delhi, across all these years. Today, while being ‘Desh ki Chai’ Tata Tea Premium celebrates Delhi and has showcased this pride of Delhi in its new packaging and communication, which is made specially for the region.”

 ‘Dumdaar Uttar Pradesh’

The film captures Jatin Sarna as a ‘Dabangg’ individual and plays on the term ‘Bhaiyya’ which is a common slang in UP. UP citizens are known to be impatient about traffic with brawls breaking out quite often. Sarna is shown entering a Traffic Jam seen with his crew behind him dressed in the typical UP fashion. The twist in the film is that Sarna actually helps resolve the jam rather than get into a fight with the cause of the traffic.

Puneet Das said, “We got 30 odd stories from people in the metros on how they worked to help society. With this film we wanted to bring out how UP’s populace are more than just the stereotypes people associate them with. These stories showcase the true contribution of the people of UP.”

Building Hyperlocal Connect

The campaign takes a hyperlocal approach to connect the brand with the regional audiences. Delhi loves their ‘chai’ which has traditionally been sourced from the foothills of Assam. To localise the brand further, they reinvented their packaging using images of Qutub Minar, Red Fort, India Gate on the original green base. These new packages have been designed by Icarus; a design agency based in Bangalore.

Strategy

Tata Tea took an interesting approach when it came to the media mix. A legacy brand like Tata Tea actually used the digital medium as the lead medium for storytelling. The brand leveraged OTT and social platforms like YouTube, Facebook and others.

This strategy was backed by Print and OOH for impact. For the Delhi campaign, a print ad was released on Hindustan Times along with a unique brand integration with the masthead on the front page.

There can be no local without radio and the brand has on boarded radio partners BIG FM and RED FM for the campaign. Tata Tea launched the first leg of the campaign in Delhi where they have a leading market share of 37% followed by Uttar Pradesh where they are also a leading brand.

Creative Insight

Das puts it best, “We are present in more than 21 states with Tata Tea Premium and in one true sense we are ‘Desh Ki Chai’. Our strength is that we have created blends according to the regional tastes. We wanted to evoke the regional pride of people while maintaining our national stature. That was the insight that became a part of our campaigns and is included in our marketing mix.”

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