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Tata Tea relaunches in India
International Premium Tea for the Indian
Consumer Relaunched Nationwide
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Tata Tea Premium
Changing with the times
Tea, that humble leaf that has intoxicated generations with
its heavenly fragrance and taste, is not just a beverage. Indeed
it is a way of life. In India, especially, we cannot imagine
not waking up to a cup of steaming hot tea. It is in our psyche,
its in our roots, it is deeply embedded in our culture. Whether
taking a tea break in the middle of the day to ease the tensions
of work in the office, or having one quick cup with friends
in the evening to spice up the conversation, our passion for
tea knows no end. It is with the same passion that Tata Tea
has been producing fine quality tea for so long. Right the plantation
stage to the processing and packaging of the tea, extreme care
is taken to make sure that only the finest quality tea is produced.
That is why Tata Tea Premium has been proudly given the name
“The world’s no. 1 Tea” in all its communications.
But the times are changing. Today we live in a fast moving world,
where everybody seeks to get more out of life. We dream big,
desire to live big and aspire for bigger things. It just not
enough to layback and let the world pass us by. Today we lead
hectic lifestyles, success in whatever we do is the mantra of
the day, and there is no place for those lagging behind. We
are always on the lookout for products that give us that extra
push of energy that revitalizes us, lifts up the spirits and
enables us to take on the challenges life throws in our path.
And Tata Tea Premium is there to give them exactly what they
want. That is why the new communication strategy focuses on
the line ‘Taste kamyabi ka.’ This encourages us to
push the limits, face the future with confidence and to conquer
tomorrow. And there is no better way to start the day than with
a cup of Tata Tea Premium. It revitalizes us and gives us the
energy to make the world our playground. One of the main ways
in which Tata Tea Premium has tried to communicate its new image
is in the packaging itself. The new package sports a sleek and
contemporary look. This communications endeavor has furthened
in the choosing of Sania Mirza, India’s first junior Wimbledon
champion, and Sunidhi Chauhan, the well-known playback singer,
as Tata Tea’s brand icons. This is because they are young,
dynamic and have conquered all odds to become highly successful
in their respective fields. They are achievers. They are idolized
by the youth. They are enthusiastic and determined to get what
they want and do whatever it takes to reach their goal. In them
is imbibed a driving spirit. And they drink Tata Tea Premium
for their vitality. It is through this communication that that
Tata Tea Premium aims to directly influence today’s youth
who look up to these celebrities. The thought is simple. If
they can, we can too and Tata Tea Premium will give us the power
to realize our dreams. |
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