Tata Tea Kanan Devan, a heritage tea brand from the house of Tata Global Beverages, gave tea-loving consumers the opportunity to experience the story behind their everyday cup of chai with the Photography Escapade 2. Leveraging photography as an emerging trend, this annual online photography contest invited consumers to visit the Kanan Devan Hills in Munnar, Kerala.
Photography Escapade 2 was launched on 8 July 2016 and ran for 15 days across Tata Tea Kanan Devan’s social platforms such as Facebook, Twitter and Instagram. The competition saw some of the best photographers from across the country vying to be a part of the top 10, who made the trip of a lifetime to the picturesque Kanan Devan tea plantations in Munnar. The Kanan Devan Hills Plantations is the largest employee-owned tea company in the world, andcovers a total area of 23,783 hectares, all located in the high ranges of Idukki District in Kerala.
Commenting on the campaign, Sushant Dash, Regional President Tata Global Beverages said, “We at Tata Global Beverages strive to contemporize our many brands to connect with our target audiences in a unique, exciting and interactive manner. Globally, brands are facing the universal challenge of connecting with their target audiences in an appealing manner. With the changing needs of consumers and the quick-pacein which trends are moving, we as marketers are tasked to find the ‘sweet spot’ in connecting with consumers.Tata TeaKanan Devan being a heritage brand, cracked this challenge in a way that excited its consumers through the use of photography- a prominent trend among the youth. As we at Tata Global Beverages havesuccessfully done in the past with Jaago Re and Power of 49, we took a simple idea and transformed it by thinking differently. With thePhotography Escapade 2 campaign, we encouraged our consumers to experience the story behind their everyday cup of tea. This campaign encapsulates how we as a brand constantly work towards evolving our communication with our consumers by creating interactive and rich experiences.”
The competition enabled participants to immerse themselves in the splendor of the Kanan Devan Hills where they honed their skills through a photography workshop under the mentorship of renowned photographer, Amit Rane. Their skills were then put to test while taking a tour of one of the best tea estates in Kerala.
For some, Photography Escapade was just the push they needed to pursue their passion for photography as a full time profession. Speaking about his experience, Sharath Chandrappa, from Bangalore a participant in the first edition of the competition shared, “I used to work for an IT firm and shot for professional assignments on and off. But I never truly believed I was meant to a techie. This competition refueled my undying passion for photography. I am now a full-time professional photographer and have shot numerous wedding and outdoor shoots, couple portraits and fashion shoots. I’m really happy things worked out this way for me.”
The grand prize winner, Prabhu Prakash received camera accessories worth Rs. 50,000. To top it up, his winning photograph will be featured on Kanan Devan special edition packs, reaching out to millions of consumers who may not be present on the digital space.The best shortlisted pictures taken by the 10 winners during the trip will be featured on a special Photography Escapade 2 calendar for 2017.
The Kanan Devan Special Edition packs and Photography Escapade 2 calendars will be available in stores by the end of the year.