Tata Tea announces re-launch of Tata Tea Premium

Tata Tea Premium, India’s largest tea brand and flagship brand of Tata Global Beverages, announced the re-launch of its brand across all major cities in India. The brand promises a unique blend of badi patti and choti patti. The large tea grains provide taste and the small tea grains provide strength to the tea. With over three decades of tea expertise as the market leaders in India, the brand is able to offer a truly differentiated offering to tea drinkers.

Tata Tea Premium, which is widely known for its iconic Jaago Re campaigns that have awakened Indians to pressing social issues such as elections, voting, corruption, has now moved forward in awakening tea drinkers to what goes into their favourite cup of tea. With the belief that ‘jaanoge toh jaagoge’, the brand offers information to the discerning consumer of today, on what a harmonious blend of badi patti and choti patti can bring to the tea.

Commenting on the re-launch, Rishi Chadha, Head Tea Marketing said, “Beyond offering teas with consistent and superior quality, Tata Tea has over the years deepened its bond with consumers through some impactful messaging and communication. We have a highly differentiated product offering in Tata Tea Premium. It is the right combination of badi patti for swaad (taste) and choti patti for kadakpan (strength), crafted with over three decades of Tata Tea’s expertise. We wanted to talk about what makes our brand unique to tea drinkers, so that they can make an informed choice when buying tea. We believe that ‘chai ko jaanoge to jaagoge’. We believe that the superior quality that Tata Tea Premium has to offer will be liked by our consumers.’’

A new TV commercial was also unveiled to complement the launch. The ad campaign introducing this product is very tastefully done, striking an instant chord with the audience and is based on the theme of ‘awakening’ the little joyous moments of life through a family reunion. The new TVC is about a doting father who is happy to have both his badi and choti daughters back home for a vacation. Just the way the coming together of the two daughters made the day for the father, the coming together of two grades of tea leaves is what makes Tata Tea Premium the perfect cup of tea. Packaging design is contemporary and premium, focusing on the product benefit. It is now available in SKUs starting from Rs.5 going upto 1kg.


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