Tetley re-launches with Kareena Kapoor as the new face for its Green Tea

Tata Global Beverages’ iconic global tea brand Tetley which is sold over 40 countries internationally, re-launched Tetley Green Tea in the Indian markets on Tuesday. Available in six unique flavours, ‘Tetley Green Tea’ urges wellness and fitness seeking consumers to vow to cleanse from within, with the debut of Tetley’s refreshing ‘Inside walaah Snaan’ campaign. Announcing the glamorous Bollywood star Kareena Kapoor Khan as Tetley’s new brand ambassador, a new TV commercial featuring the actress was launched too. The ‘Inside walaah Snaan’ mantra has been designed to inspire the consumers to wash out the toxins with Tetley Green Tea every day.

Adgully caught up with Vikram Grover, VP -Marketing, India and South Asia, Tata Global Beverages to understand the new strategies with respect to the re-launched brand and product portfolio.

Grover stated that Tetley over the years has delighted consumers worldwide and has become an integral part of their life. “From our study, a lot of Indian consumers are pursuing towards a healthy lifestyle and are opting for healthier and wellness products into their daily diet regime. The study also revealed that green tea plays an important role, be it at home, workplace or even when they are travelling. Tetley has kept pace with today’s lifestyle, understood the Indian palate and offers distinct six flavours in the Green tea portfolio”, he said.

Speaking about the need felt to re-launch, he said, “We have been in the market from around five years and when we had entered India Green tea as a concept was not-so-known in our country the way it is today. Over that span of time we have been able build a position and a great product portfolio. The kind of shift that we have seen in today’s time is what made us take this step.

An observation states that the way we all consume Green tea shows the fact that we all have accepted the benefits of the product; but if we look at Tier II and Tier III cities, people are still reluctant in switching to Green Tea from regular Black-milk-tea. Sharing his view point on the statement, Grover said, “Yes that is absolutely correct and that is an opportunity for our brand - to make the entire India consume Green Tea and not the usual Black Tea. Hence, in order to support that we got on board Kareena Kapoor Khan so that with her stardom we can reach out to our target audience too!” 

According to Grover the Green Tea market in India is a premium market and is close to 120-150 Crores and Tetley Green Tea holds close to 35-37 percent (approx) share in that market.

Elaborating on the campaign front he said, “To add more excitement and to promote the benefits and wellness of our green tea brand ‘Tetley’, we are proud to unveil a powerful campaign ‘Inside walaah Snaan’ that features an inspirational icon, Kareena Kapoor Khan. She is celebrated not just for her accomplishments but for a healthy and disciplined living. Her fitness regime, disciplined and healthy lifestyle fits aptly with Tetley’s attributes of spreading the wellness and benefits of Green tea”.

The campaign is conceptualized by Lowe Lintas and Partners and R Balki has thought through and written the entire campaign. With the latest campaign, they aim to inspire the consumers to take an oath to follow a healthy living by including green tea in their lifestyle and daily diet. There is a strong justification for the ‘Inside walaah Snaan’ when you have great taste and good health together.

Grover stated that there will be a clear focus on all the media platforms including digital, television, radio, digital and OOH in terms of promoting the new campaign. However, although he could not share the entire media mix plan, but said that they will be spending substantial amount of money in digital.

The new Tetley Green Tea pack states of being made of 100% natural ingredients and is a great tasting product that has five times more antioxidants than fruits and vegetables. It is healthy, tasty and has many exciting flavours to choose from - Cinnamon and Honey is soothing and relaxing, Citrus and spice is tangy and delightful. Aloe Vera is infused with the natural goodness of the Aloe vera plant. Tetley already has flavours such as Assam Tea in Black tea category, Ginger, Mint, Lemon and Honey & Lemon in green tea category and Masala, Lemon, Ginger, Elaichi, Tulsi& Lemon, Earl Grey in its flavoured tea portfolio.