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Tata Tea Premium: Dumdaar UP
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After a decade of brand-led activism, TATA TEA has launched what Mullen Lintas, its agency, believes is the most unique hyper-local campaign India has witnessed. TATA TEA Premium is going through a restage to further its leadership in this category. The category codes are being refined in a scale and depth that no other brand has tried in India. TATA TEA Premium has recently launched region-specific ads reflecting not just the true spirit of a 'state', but also the 'taste' of its people. Mullen Lintas has created the first film focused on two North-Indian markets, Uttar Pradesh and Delhi. Based on a region-specific insight in Uttar Pradesh, the new communication captures the Dumdaar spirit of the people of the state, which complements the Dumdaar Chai of TATA TEA Premium. Likewise, a unique communication was made to bring out the rich-heartedness of Delhiites showing a typical, larger-than-life Delhi wedding with a neat twist highlighting the ‘Dil se rich’ nature of Delhiites.
Account Management Team: Siddhartha Roy, Lopamudra Bhattacharya, Anahita Brar, Alex Ebenezer, Chetali Kudkarkar Related |
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