Tata Tea: PO49 Elections - the media movement that changed the role of women in Indian elections

Kishankumar Shyamalan, Tejkaran Singh Bajaj and Simanta Mahanta

Campaign details

Brand owner: Tata Global Beverages
Lead agency: Maxus (GroupM)
Contributing agency: Lowe Lintas and Partners and 22 Feet Tribal Worldwide India
Brand: Tata Tea
Country: India
Industry: Coffee, tea, hot drinks
Channels used: Content marketing, Earned media, buzz, Internet - display, Internet - microsites, Mobile and apps, Point-of-purchase, in-store, Social media, Sponsorship - media, Television, Word of mouth, advocacy
Media budget: 5 - 10 million

Executive summary

With aggressive price promotions, doubled media spends and multi-celebrity endorsements, Unilever was determined to wrest back tea-category leadership from Tata Tea. Making matters tough was Tata Tea's decision to deviate from category norm of functional advertising to social-cause marketing. The challenge was to protect turf by making a real difference to Indian women bombarded with cause-related campaigns.