Tata Global Beverages: Ek Garam Chai Ki Piyali Ho 2015 - Remaking a Bollywood Classic

Tata Tea, a tea brand in India, created a campaign to market its tea fusion to a new generation of tea drinkers.

Campaign details

Advertiser: Tata Global Beverages LimitedAgency: Edelman India Private Limited

In a country of more than 2,000 producers, Indians didn't need another tea brand. And yet, we got a new generation of tea drinkers excited about the launch of Tata Tea Fusion by creating a fusion of our own.

Taking inspiration from the product, we remade one of Bollywood's most beloved celebrations of chai that had:

  • The hottest clubs across the country dancing to the announcement
  • More than three million consumers viewing and streaming the announcement online
  • More than 135,700 liking, sharing, commenting, tweeting and making...

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