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...