Tata Tea Premium, the flagship brand from Tata Consumer Products, is intensifying its hyper-local marketing strategy with the launch of three new commercials targeting the states of Uttar Pradesh, Punjab, and Haryana. Crafted by Mullen Lintas, these films highlight the brand’s unique proposition, ‘Desh ki chai, Apne pradesh ka swad’, by showcasing societal truths distinctive to each region.
The campaign for Punjab emphasizes the state’s inherent generosity and commitment to community service. The commercial depicts children using their lunch boxes as ‘langars’ to feed construction workers, symbolizing Punjab’s ingrained tradition of ‘sewa’ and large-heartedness. This narrative aligns with the product’s benefit of ‘Vadde Daanein Wali Chai’, underscoring the essence of Punjab’s spirit with the tagline, ‘Vadde Dil Wali Punjab Ke Liye Vaddi Daanein Wali Chai’.
In Uttar Pradesh, the commercial features a local strongman who, amidst the chaos of UP’s bustling streets, uses his influence to clear a path for an ambulance stuck in traffic. This story highlights the ‘Dumdar’ spirit of UP’s people, showcasing their ability to rise above stereotypes and perform acts of kindness. The film ties the product benefit to the brand’s proposition, ‘Dumdar UP ke liye, Dumdar Chai’.
For Haryana, the commercial portrays the courage of the state’s women through stories of a female cricketer, a mother, and a policewoman. This narrative captures the fearless essence of Haryana, resonating with the brand’s promise, ‘Aise hi kadak Haryana ke liye Tata Tea Premium ne banaya hai kadak chai’.
Puneet Das, President – Packaged Beverages (India and South Asia) at Tata Consumer Products, highlighted the brand’s ongoing commitment to its hyper-local approach, initiated almost five years ago. “Our new films are rooted in the cultural truths and tea preferences of each region, seamlessly bringing alive the brand proposition of each state. These films evoke a sense of regional pride in our consumers,” he stated.
Das explained that while some regional stereotypes can be biased, others reflect the true nature of the people, which the films aim to celebrate. The Punjab film, for example, showcases the people’s large-heartedness and dedication to community service. For Haryana, the focus is on the state’s fearless ‘Kadak’ attitude, while the Uttar Pradesh film flips the negative stereotype of power-hungry individuals by highlighting their strength used for good.
Kishore Subramanian, President and CSO of Mullen Lintas, discussed the challenges of building on the previous campaign’s success. “We utilized MLLG’s proprietary immersive cultural research to uncover insights that truly represent the spirit of Punjab, UP, and Haryana. These films celebrate the brand’s ethos of ‘Desh Ki Chai, Apne Pradesh Ka Swaad’,” he said.
The Tata Tea Premium commercials aim to connect deeply with consumers by celebrating the unique cultural aspects of each region, fostering a sense of pride and connection through engaging storytelling. This hyper-local strategy not only enhances brand awareness but also reinforces Tata Tea Premium’s commitment to understanding and celebrating the diverse cultural fabric of India.
