What Tata Tea Gold’s partnership with ‘Shakuntala Devi’ means for FMCG-OTT pacts

The current pandemic has caused lot of disruption across industry. However, it has also accelerated online content consumption and grocery shopping through eCommerce by manifolds. Tata Tea Gold, a marque brand from Tata Consumer Products, has announced one of the first ever industry collaboration leveraging online streaming and eCommerce platform through a pioneering partnership with Amazon (Prime Video and Amazon.in).

Tata Tea Gold will be the exclusive beverage partner of the upcoming film ‘Shakuntala Devi film’, being released on July 31 on Amazon Prime Video.

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‘Shakuntala Devi’ is a real-life story inspired by famous Indian mathematician and played by versatile actor Vidya Balan. The film brings a great synergy and resonance with the brand’s narrative of ‘Dil Ki Suno’, where the protagonist chose to listen to her heart, breaking traditional stereotypes, and eventually becoming a household name by pursuing her unique talent.

In a bid to celebrate the #DilKiSuno story of India’s human computer Shakuntala Devi, Tata Tea Gold will kick-off the campaign with co-branded creatives on Amazon.in, before launching a 360-degree media campaign on TV, digital and social media across all key markets.

Speaking about this unique association, Puneet Das, Vice President - Marketing, Beverages - India, TATA Consumer Products, said, “Tata Tea Gold has been bringing alive its ‘Dil ko naa kahoge to pacchtaoge’ positioning through pop culture stories of people who have listened to their hearts and pursued their own passion. The movie will bring alive Shakuntala Devi’s journey to the audience and her story will not only help in propagating the proposition of ‘Dil ki Suno’, but will hopefully inspire several others to tap into their inner voice and pursue their own dreams. Hence, there is a great resonance and synergy between the brand and the movie.”

Das further said, “What makes this association even more special is the relevance of the platforms in recent times. OTT /Online streaming consumption has been steadily increasing. Hence, this partnership is truly unique in a sense that this will help in driving brand recall through Prime Video movie partnership and complete the consumer journey for Tata Tea Gold, with association on Amazon.in. This is a clear instance of how ‘digital disruption’ is shaping up new customer experiences and how as a brand Tata Tea Gold is innovating to stay ahead in these changing times.”

Kishan Kumar M S, Vice President, Wavemaker India, added here, “As an agency partner of Tata Tea Gold, we are always on the lookout for opportunities that can bring alive the brand story to grow the business. If that opportunity comes on the back of two of the latest trends – the surge in E-commerce & OTT – it makes it even more exciting.”

“Through ‘Shakuntala Devi’s incredible following-her-heart story, Tata Tea Gold’s proposition of ‘Dil Ki Suno’ comes alive, while our partnership with Amazon Prime on the back of the movie, helps us meet the brand’s business goals leveraging both the OTT and e-commerce platforms. We are truly humbled and excited to be part of this initiative,” he further said.