Tata Tea: Cup Full of Aspirations

Gargi Sarvankar, Sushma Rao

Tea brand, Tata Tea Gemini, refreshed its brand promise to align with the ethos of its target audience in Telangana state in India.

Campaign details

Brand: Tata TeaBrand owner: Tata GroupEntrant company: Lowe Lintas - IndiaIdea creation: Lowe Lintas MumbaiMarket: AsiaSector: Soft drinksMedia channels: Point-of-purchase, In-store, Social media, Radio & audio, Print - general, Unspecified, Packaging & design, CinemaBudget: Up to 500k

Executive summary

Since 1978, Tata Tea Gemini had been a legacy brand loved in homes across Telangana, a South Indian state. While it enjoyed trust amongst older loyalists, the brand was losing connection with younger women. These newer consumers were upgrading from loose and unbranded teas...

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