Hindustan Lever Ltd. (HLL) is on an overdrive to promote its tea brands. The new ad campaign, ‘Tabla Talaash’ which shows Taj Mahal tea’s brand ambassador, Zakir Hussain playing the violin because someone stole his tabla, is an extension of earlier ad.
With this new campaign, the company is looking at increasing its maketshare from 3.5 per cent to 4.2 per cent. With an ad budget between Rs 3 to Rs 4 crore it targets the housewife this time.
Taj Mahal is offering prizes worth Rs 30 lakh, which include four bumper prizes of a pair of 22-carat gold tablas weighing a kg, ten first prizes of 22-carat gold jewellery worth Rs 20,000, ten thousand second prizes of silver coins and several thousand consolation prizes.
In the new ad campaign, the ustaad gives a gold tabla to whoever manages to bring a better tea than Taj Mahal.
The new ad campaign is the extension of ustaad's ultimate challenge and is offering tablas in gold to those who participate.
This scheme is open to only those who buy 100 g, 250 g and 500g pack of Taj Mahal Tea.