Lintas Personal, the direct marketing and CRM division of Lintas IMAG, has bagged the Tea Board of India account in a multi-agency pitch. The agency will be helping the Tea Board in its efforts to promote Indian tea in the priority markets of the UK, Germany, France and the US.
What worked in Lintas Personal’s favour during the pitch process was its extensive experience in promoting Indian coffee in the competitive international markets. Said Suprio Guha Thakurta, President, Lintas Personal, “We understand the dynamics of the global markets and the needs of individual countries. Our strategy is to have a differentiated offering for each of the target markets as the ground realities are different in each of them.”
Going forward the Tea Board also wants to explore emerging markets like Canada and Pakistan.
In the recent years, Indian tea has lost market share in the key markets due to competition from countries such as Kenya and Sri Lanka. The immediate task, therefore, is to develop a brand identity and positioning for Indian tea so as to establish India as the premium tea producing country in the world.
Lintas Personal will also assist the Tea Board in its efforts to establish one-to-one contact with large importers and consumers, trade fairs, event promotions, as well as building long-term relationships with international tea experts through its CRM solutions.
Besides Lintas Personal, the Lintas Integrated Marketing Action Group (IMAG) comprises Linterland (Rural Initiatives), Lin Opinion (Public Relations), Advent (Events), dCell (Design), Aaren Initiative (Outdoor Advertising), Lintas Healthcare (Healthcare Advertising) and Lintertainment (Entertainment Marketing).