NEW DELHI: Tata Tea is synonymous with its activism-led campaign – Jaago Re – that ran for nearly a decade and focused on multiple issues and subjects. It looked beyond the functional aspects of the tea advertising category and focused on self-actualisation - increased civic consciousness and political awareness — that a morning tea could offer its consumers. Undoubtedly, the campaign won over the audiences and gave a huge fillip to the brand in terms of brand recall and a strong market reputation.

After a decade of Jaago Re campaigns, the brand decided to move a step forward and take a hyperlocal approach to its marketing strategy, shifting the needle from not just celebrating ‘India Pride’ but to also evoking ‘Regional Pride’. With this, Tata Tea Premium aims to usher in a new era of hyperlocal advertising and communication in the FMCG category and stay away from the clutter.

In its quest to celebrate regional pride, the brand has recently launched its latest 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 the campaign is ‘Kadak Iraadon vale Odisha ke liye Kadak Assam Chai’.

Designed and conceptualised by Mullen Lintas, the film is set around the story of an Odia police officer. It opens with a mother and her son who are trying to take their scooter out of their own house but. due to their neighbours car being parked outside their gate, are unable to do so. While the son is livid as this keeps happening time and time again the mother does not want to get into needless arguments and would rather let it go. The turning point in the film comes when she gets an urgent call and has to rush to the office. It is seen that this woman is a police officer who has arrived at the police headquarters for a briefing to evacuate stranded people from a life-threatening cyclone. She shows her grit, bravery and strong resolve by leading the evacuation and getting people to safety.

Once she has achieved this incredible feat we see her in the kitchen where she boils herself a cup of Tata Tea Premium. Her son then shows her a front-page article in an Odia newspaper where she is featured for her valour.

Tata Consumer Products SVP marketing packaged beverages – India Puneet Das, said, “Our tea expertise has been catering to the local taste preferences and we are known for offering blended basis consumer taste preferences in various geographies across India. Today, while being Desh ki Chai, Tata Tea Premium celebrates the kadak spirit of Odisha and has showcased this pride of Odisha in its new packaging and communication, which is made especially for the region.”

Earlier in 2019, the brand launched two campaigns around Delhi and UP. The two films focused on the cultural nuances of the two states and showcased how the people of the region are stereotyped. The UP film focused on power while the Delhi film focused on the city’s swag and how rich it is at its heart.

It also launched state-specific packs featuring the ghats of Varanasi, Taj Mahal, dances, as well as iconic places and features of the capital, like the Delhi Metro and others.

With the launch of the Odisha creative, the brand has clearly shown its intentions to build this hyperlocal campaign.

Tata Tea comprises several brands – Tata Tea Agni, Tata Tea Elaichi, Tata Tea Premium and Tata Tea Gold. It is one of the biggest brands with a countrywide distribution. India is a tea-loving nation and nearly one out of every three people drink tea. It is estimated that 1.10 million tonnes of tea was consumed in 2019 and the market is only poised to grow in the coming years. Also, India is one of the biggest tea-producing countries.