Tata Tea: Unique Taste of Kerala

Sushma Rao, Gargi Sarvankar

Regional heritage tea brand Tata Tea Kanan Devan pursued a contemporary yet authentic approach with a video- and festival-based campaign to increase penetration and reverse a sales decline in Kerala, India.

Campaign details

Brand: Tata TeaBrand owner: Tata GroupEntrant company: Lowe Lintas - IndiaIdea creation: Lowe Lintas MumbaiMarket: AsiaSector: Soft drinksMedia channels: Print - general, Unspecified, Events & experientialBudget: Up to 500k

Executive summary

Tata Tea Kanan Devan, a regional heritage tea brand from Kerala, was losing market share and saliency to other brands due to its ‘traditional, seen as outdated’ and non-aspirational brand imagery. The brand was losing its connection with the Keralites of today.

To arrest this decline, the brand needed to build aspiration...

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