NEW DELHI: Tata Tea Gold has initiated a hyperlocal strategy to its marketing, shifting the needle from not just celebrating ‘India pride’ but to also evoking ‘regional pride’. The brand aims to usher in a new era of hyperlocal advertising and communication in the FMCG category and stay away from the clutter. So far, it has released campaigns for Odisha, Delhi, UP, and is extending to other states.
In its quest to celebrate regional pride, the brand has recently launched its latest film focusing on West Bengal.
The campaign is aimed at celebrating the ‘Bengali way of life’. When it comes to their love for food, the people of West Bengal take great pride in their rigorous selection, approach and an eye for detail. The new campaign is a celebration of this uniquely Bengali cultural code – khutkhute-ness – that is evident in everyday situations.
The film, conceptualised by Mullen Lintas and created by veteran Bengali filmmaker Shoojit Sircar, opens in a Kolkata street food stall where a young office going woman, who has just taken the first bite of jhalmuri, stops in between and asks the vendor to give crunchier ones. More such illustrations follow, whether it is for measuring the exacting thickness in a perfect plate of kosha mangsho or the softness and warmth of a roshogolla or the right firmness in a fish, all showcasing the Bengalis’ penchant for perfection in every little thing around food. It reaffirms that Bengalis will never settle for anything less than perfect.
The film then pans out to a woman asking for aromatic tea leaves. While evaluating some tea in her hand, she looks unsatisfied. She asks for tea that would lend the taste buds a relishing flavour. The shopkeeper hands over the shiny gold pack of Tata Tea Gold, assuring her of a flavourful tea.
Tata Consumer Products senior vice president marketing – packaged beverages Puneet Das said, “We wanted to celebrate the West Bengal way of life by bringing alive this core idea of ‘a perfectionist mindset’ of Bengalis, especially when it comes to their everyday food and beverage choices. This is very well expressed through this colloquial term of khutkhute-ness and we have tried to capture this through situations that will be relatable to most Bengalis.”
Mullen Lintas chief creative officer Garima Khandelwal added, “The journey of this commercial was about landing on an insight that holds completely unmistakably true for the region, just how many brands of Tata Tea portfolio are doing with region-specific insights that evoke extreme relatability and makes the tea one’s own. What followed was then sharpening it with creative juices and partnering with the right talent. While sarcasm has long been the brand tonality, this was the first time we attempted it, in this humorous avatar.
A few weeks ago the brand launched its film focusing on Odisha. It illustrates how the people of Odisha don’t indulge in unnecessary confrontation but shows them taking charge when it counts. The proposition of that campaign is ‘Kadak iraadon vale Odisha ke liye kadak Assam chai’.
