TATA TEA Chakra Gold launches Tamil Nadu exclusive campaign celebrating Tamil pride

The campaign was conceived and conceptualised by Mullen Lintas. The campaign combines the logic of 'processes' and the emotion of ‘regional pride' with relatable instances for every Tamilian

e4m by exchange4media Staff
Updated: Dec 2, 2019 3:01 PM
TATA TEA Chakra Gold

In a bid to celebrate the Tamil pride, not only about the language but as a way of life, TATA TEA Chakra Gold unveils a TN-exclusive campaign, conceived by Mullen Lintas. 

Tamilians are proud of their rich culture that has many claims to fame; that of a rich literary legacy, iconic architecture, of Tamil being the longest surviving language, vibrant cinematic culture and most importantly their contributions across all spheres such as art, science, and corporate world. The driving principle of all such achievements of both individuals and a collective has been the principles of great discipline and deep respect for tried and tested processes. 

Driven by a quest for perfection, Tamilians take great pride in their methodical approach to all things in life and an eye for great detail. The new Chakra Gold campaign for Tamil Nadu is a celebration of this very uniquely Tamilian code of life that is evident even in day-to-day situations. 

Commenting on the campaign in Tamil Nadu, Puneet Das, Vice President-India, Tata Global Beverages says, “Tata Tea Chakra Gold is a blend specially crafted for Tamilians and celebrates the Tamil way of life. Its new campaign is about evoking regional pride of Tamil Nadu that is rooted in understanding the importance of discipline and processes in the life of a Tamilian. Similarly, Tata Tea Chakra Gold made from a rigorous process enables consumers to make the perfect cup of tea”. 

Highlighting the insight behind this campaign, Chief Creative Officers at Mullen Lintas, Garima Khandelwal & Azazul Haque, said “Regional insight and truth of inherent everyday behaviour that evokes pride and empathy as a reason to consume Tata Tea Chakra Gold. It positions the brand as a ‘go-to’ tea by keeping the consumer at the center using the analogy of the process followed for making it. Similar to the people of Tamil Nadu who drink it, making it the ‘tea of the state’. Simply and beautifully told through the voice and visual grammar that is natively Tamil Nadu.”

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