Tata Tea: From packaged good to packaging good
Team Mullen Lowe Lintas Group
Campaign details
Brand owner: Tata Global BeveragesLeading agency: Mullen Lowe Lintas Group IndiaContributing agency: Maxus IndiaBudget: 1 – 3 millionCountry: IndiaIndustry: Coffee, tea, hot drinksMedia: Content marketing; Earned media, buzz; Events and experiential; Internet - microsites; Newspapers; Outdoor, out-of-home; Packaging and design; Radio; Social media; Television; Word of mouth, advocacy
Market background and cultural context
Until 2006, communication in the tea category had historically hovered in and around the sensorial benefits of tea –...