Conceptualized by Mullen Lintas group, Tata Tea Premium launches another hyperlocal TVC, this time to celebrate the ‘Kadak’ spirit of Odisha. Along with the new release, the packaging of the product also reflects the pride and culture of the state.
TATA Tea Premium from Tata Consumer Products recently introduced a new ‘Odisha -specific’ communication campaign. The brand had been relaunched with a refreshed look, earlier this year, with an Odisha-specific packaging that celebrates the pride and culture of the state. This is now followed by a campaign that highlights the proposition ‘Kadak Iraadon vale Odisha ke liye Kadak Assam Chai’.
The brand has also launched a new red vibrant pack, specifically designed for the state. The packaging highlights include – classical dance Odissi, the very famous Dhauli and Sun temple at Konark, leveraging the regional pride of the people.
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TATA Tea Premium is known for catering to local taste preferences and developing state-specific tea blends to suit the local palate. In Odisha, the brand has been offering a curated blend that suits the local tea taste preferences of the state. The new communication campaign highlights how the ‘Kadak spirit’ of Odiya people, complements the Kadak tea preference of Tata Tea Premium.
The film conceptualized by Mullen Lintas group illustrates how the people of Odisha don’t indulge in unnecessary confrontation, but shows them taking charge when it counts. We see this in the story of an Odia police officer who is our protagonist.
Speaking about the launch, Puneet Das, Senior Vice President – Marketing – Packaged Beverages, India, Tata Consumer Products, said, “Tata Tea Premium has been the No. 1 tea brand in Odisha and has always connected with the Odias at an emotive level. Our tea expertise has been catering to local taste preferences and we are known for offering blends basis consumer’s taste preferences in various geographies across India. This has made Tata Tea Premium one of the leading packaged tea brands across India, and especially in Odisha, across all these years. Today, while being ‘Desh ki Chai’ Tata Tea Premium celebrates the ‘Kadak spirit’ of Odisha and has showcased this pride of Odisha in its new packaging and communication, which is made especially for the region.”