Top Story


Home >> Advertising >> Article

DMA gives Taj Mahal Tea a new premium look

Font Size   16
DMA gives Taj Mahal Tea a new premium look

Change is the new mantra, a sign of success. To keep up with GenNext’s tastes, Taj Mahal has gone in for a complete image makeover with the help of DMA Branding, a Mumbai-based brand consultancy firm, while retaining its original flavour. ‘Wah Taj’ has now become ‘Wah Taj - Sabse Khaas Taj Ehsas’.

Brooke Bond Taj Mahal, one of the premium tea brands in India, is repositioning itself as ‘Best of India’, a reflection of their brand values of premiumness, excellence, Indian and rigour.

DMA had won this project from Unilever in a multi-agency pitch with its passion and expertise in creating modern global brands. Rekha Pamani Gulati, CEO, DMA Branding, explained, “Brand Taj Mahal is very prestigious and the communication in the past with brand ambassador Ustad Zakir Hussain has proved that there can be no better way to celebrate the brand but to leverage the name and its symbol. In the new look Taj Mahal, there are imprints of the real Taj Mahal, we have made the colour more royal blue. Basically, we have added a lot of style to the brand. It’s a great product and we have just given it a visual vocabulary. Since 1966, Taj Mahal Tea has been synonymous with the ‘best’ and has been the choice of connoisseurs. The challenge was to reinforce these values through its identity; packaging, retail and other consumer touch points, making Taj Tea the ‘precious taste of India’.”

This brand has been consistently built as the “Hazaaron main ek” tea and has the “Best Tea” positioning. The look and feel, however, did not live up to its premium pricing. In fact, Taj Mahal brand has changed its packaging about three times earlier.

“The challenge was to create a premium image without losing out on the brand’s equities to reflect the brand values of premiumness, excellence, Indian and rigour. Inspired by the elegance, opulence and unmatched craftsmanship of the Taj Mahal, the team at DMA reflected the class of premuimness in the brand to give the brand a unique look and feel – an aroma of elegance,” said Gulati.

The new look Taj Mahal Tea has been unveiled with a wide range of teas, and with a promise and an aim to be the connoisseur’s first choice with a unique experience of untouched flavours.


Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

With 17 partners and sponsors across categories, the scale of Tata Mumbai Marathon comes across as commendable as it has managed to clock 44,407 registrations and set prize money of US$405,000

In top five programmes of BARC week 2, Zee TV’s prime time shows Kundali Bhagya and Kumkum Bhagya grabbed the first two position with 12533 Impressions (000s) and 11275 Impressions (000s). The re-run...

According to Flurry’s “State of Mobile 2017” annual wrap-up report, Lifestyle and Gaming Apps categories are on a decline