TATA Tea Premium launches ‘Odisha -specific’ communication campaign
TATA Tea Premium, one of India’s leading tea brand and the flagship brand from Tata Consumer Products today, introduced a new ‘Odisha -specific’ communication campaign. Tata Tea Premium had been relaunched with a refreshed look, earlier this year – with a Odisha-specific packaging that celebrates the pride and culture of the state. This is now followed by a campaign which highlights the proposition ‘Kadak Iraadon vale Odisha ke liye Kadak Assam Chai’.
TATA Tea Premium is known for catering to local taste preferences and developing state specific tea blends to suit the local palate. In Odisha, the brand has been offering a curated blend that suits the local tea taste preferences of Odisha making it the number one Tea brand in the state.
Odiya people are often perceived to be quiet and gentle. The new communication campaign “Kadak Iraadon vale Odisha ke liye Kadak Assam Chai” breaks the outsider’s perception of Odiyas being -gentle people; and brings alive the positive insider’s truth that when it comes to their strong will power and resolve they are unmatched and overcome any situation put before them. This ‘kadak spirit’ of Odiya people, complements the Kadak tea preference of Tata Tea Premium.
The brand has also launched a new red vibrant pack, specifically designed for Odisha market that tries to capture the spirit & pride of Odisha. Tata Tea Premium’s packaging showcases the cultural nuances of the state – highlighting classical dance Odissi, the very famous Dhauli and Sun temple at Konark. With this new pack, Tata Tea Premium highlights Odisha’s rich culture and heritage, evoking the regional pride of people of Odisha.
Speaking about the launch, Puneet Das, Senior Vice President – Marketing – Packaged Beverages, India, Tata Consumer Products, said, “Tata Tea Premium has been the No. 1 tea brand in Odisha and has always connected with the Odias at an emotive level. Our tea expertise has been catering to local taste preferences and we are known for offering blends basis consumer’s taste preferences in various geographies across India. This has made Tata Tea Premium one of the leading packaged tea brand across India, and specially in Odisha, across all these years. Today, while being ‘Desh ki Chai’ Tata Tea Premium celebrates the ‘kadak spirit’ of Odisha and has showcased this pride of Odisha in its new packaging and communication, which is made specially for the region.”
The film conceptualized by Mullen Lintas group illustrates how the people of Odisha don’t indulge in unnecessary confrontation, but shows them taking charge when It counts. We see this in the story of an Odia police officer who Is our protagonist.
The film opens on a mother and her son who are trying to take their scooter out of their own house but due to their neighbours car being parked outside their gate are unable to do so. While the son Is livid as this keeps happening time and time again the mother does not want to get into needless arguments and would rather let it go.
The turning point in the film comes when she gets an urgent call and has to rush to the office. We realise that this woman is a police officer who has arrived at the police headquarters for a briefing to evaluate stranded people from a life-threatening cyclone. She shows her grit, bravery and strong resolve by leading the evacuation and getting people to safety.
Once she has achieved this Incredible feat we see her In the kitchen where she boils herself a strong cup of TATA Tea Premium tea. Finally, we see her savouring the strong cup of TATA Tea Premium while her son shows her a front-page article in an Odia newspaper where she is featured for her valour. Seeing this she Is back to her humble nonchalant self as her son looks at her with pride. TATA TEA Premium celebrates the strong-willed people of Odisha with strong taste of Tata Tea Premium