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Tata Tea brews up big bang social advertising campaign
Tata Tea Ltd is set to launch a brand campaign under the theme "Jaago re" that will position Tata Tea as an umbrella brand for its four existing brands, reports Saurabh Turakhia.
Tata Tea Ltd is set to launch a brand campaign under the theme "Jaago re" that will position Tata Tea as an umbrella brand for its four existing brands. The campaign will focus on social responsibility.
The move comes two months after Tata Tea overtook Hindustan Unilever as the largest seller of tea in India in terms of volume. It still trails Hindustan Unilever in value terms though. The company is trying to catch up there too.
Sangeeta Talwar, executive director (marketing), Tata Tea, said: "The integrated campaign will use television as the main medium while radio, print and outdoor media as well as malls and multiplexes will be used. The campaign will portray the Tata Tea brand as something that not just wakes you up but also awakens you by taking on the mantle of social responsibility."
All the four Tata Tea brands--Tata Tea Premium, Tata Tea Gold, Tata Tea Agni and Tata Tea Life-- will now come under one umbrella brand, Tata Tea.
Anand Shah, an analyst at Angel Broking, said the total value market of tea in India was Rs 11,000 crore, while in volume terms it was 950 million kg. "Although Tata Tea has gained volume leadership, Hindustan Unilever is ahead by 3-4 per cent in value terms through its offerings in the premium segment," he added.
Talwar added that the campaign was targeted at the youth, who would be urged to stand up against social apathy. The campaign took off on Monday with a 45-second spot that shows a young man taking on a politician casual in his approach towards responsibility. This lead commercial will be followed through subsequent shorter spots of 10 seconds each, which have suggestions on various issues crippling the nation. Some of them include installing close circuit television in public offices to check corruption, banning
paan
in offices, and naming badly made roads after the corporators responsible.
