Tata Tea: From the Cups of India to Cultures of India

Sushma Rao, Gargi Sarvankar

Tata Tea Premium, the tea brand, won the hearts of regional consumers in India by acknowledging their states' distinct cultural fabrics.

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, Events & experiential, Merchandise & free gifts, Packaging & design, Print - general, Unspecified, Competitions & contests, Content marketing, Outdoor, Out-of-home, Social mediaBudget: 3 - 5 million

Executive summary

Despite enormous regional diversity in India, national brands ran homogenised campaigns. Tata Tea Premium, a national brand, found this one-size-fits-all approach, limiting.

Its share was softening under the onslaught of multiple regional...

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