Tata Tea: From packaged good to packaging good

This case study shows how Tata Tea, an Indian tea brand, tackled the issue of women's empowerment and encouraged increased female participation in an election.

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 –...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands