Tata Tea: Perfect Tea for the Perfectionist Bengalis

Gargi Sarvankar, Sushma Rao

Tea brand, Tata Tea GOLD, deployed a localised strategy to appeal to the unique cultural nuances of a particular state in India.

Campaign details

Brand: Tata TeaBrand owner: Tata GroupEntrant company: Lowe Lintas - IndiaIdea creation: Lowe Lintas MumbaiMarket: AsiaSector: Soft drinksBudget: 500k - 1 million

Executive summary

Unlike the rest of India where packaged tea had a strong presence,...

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