Tata Tea Premium: National leader evolves into a local favourite

Tata Tea Premium, a leading Indian tea brand, brewed up a hyper-localisation strategy to reclaim the hearts and cups of locals.

Campaign details

Brand: Tata Tea PremiumBrand owner: Tata Consumer Products LtdAgencies: MullenLowe Lintas Group, IndiaMarket: IndiaIndustries: Hot drinksMedia channels: Online video, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Print - general, unspecified, Radio & audio, TelevisionBudget: 1 - 3 million

Executive summary

The story of India is the story of the diverse Indians within. Hindi is India’s dominant language, but spoken in 48 different dialects across different regions. Similarly, tea is the dominant hot beverage but taste preferences vary across regions. This is the story of how...

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