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DMA gives Taj Mahal Tea a new premium look

26-May-2006
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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.

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