Tata Tea Gold is the gold standard in tea: Puneet Das, Tata Global Beverages

A new TVC, a new packaging and an innovative sampling strategy with Swiggy, Das, Marketing Head of Tata Global Beverages tells us more about what’s the latest on Tata Tea Gold

e4m by Simran Sabherwal
Updated: Jan 23, 2019 8:59 AM
Tata Tea

Tata Tea Gold, the mass premium offering from Tata Tea’s portfolio, has a new TVC highlighting the idea of ‘Dil Ko Na Kahoge To Pachtaoge’ which reiterates the insight that “you often tend to regret, if you don’t listen to your heart”. 

Says, Puneet Das, Marketing Head, Tata Global Beverages, “Both, desire and regret, are emotions which dwell in the heart. It’s the heart that wants, and when we don’t listen to our heart’s desire, we regret it. Almost all of us will have stories to tell when it comes to ‘regret’ and ‘not following our heart’. We have leveraged this basic human insight to take a refreshed look at our ‘Na Kahoge Toh Pachhtaoge’ platform of Tata Tea Gold, and evolved it to create an emotional narrative around following your heart with this film ‘Dil Ko Na Kahoge To Pachhtaoge’. With a simple storyline the TVC addresses the perennial dilemma between the head and the heart that transcends the boundaries of age and time.”

Tata Tea Gold was launched in 2003, the brief to the creative agency MullenLowe Lintas Group, says Das was to make the product aspirational and continue communicating the brand promise of rich taste and irresistible aroma and also introduce to the consumer the brand’s new packaging. While the earlier packaging was predominately green in colour, the new packaging, designed by the strategic design consultancy firm Icarus, draws inspiration from the brand’s name. “With this refresh communication, we introduced a new avatar of golden packaging. Not only does it pay tribute back to the brand’s name but also because we feel that it is the gold standard in tea,” he says and adds that the response to the packaging has been “extremely positive.” 

As the category is predominately targeted towards the home-marker, in the first phase that is currently on, ttelevision is the lead medium. He adds, “For Tata Tea Gold, this is the start, as after elevision we will follow up with more activities.” 

The Sample Ride With Swiggy  

An innovative strategy adopted by Tata Tea Gold in Delhi, was associating with the online food ordering and delivering service Swiggy, (this association was also done for Tata Coffee in the South), wherein the Swiggy customer was offered a sample product with the food delivered. Explaining the rationale behind this association, Das says, “In addition to the home-makers, we also have consumers who buy our premium products. These are people who are officer goers with a hectic lifestyle. These consumers eat out and also order in and to target them we decided to tie up with Swiggy and do an innovative sampling instead of the traditional sampling methods used. We are among the first brands to tie-up with Swiigy and tap into these potential customers to try our products. 

When asked about the RoI from this tie-up he commented, “The activity is still going on and we haven’t measured the RoI but we are confident that the product is reaching the right consumer. This gives the assurance that the right audience is sampling audience and the sample product is reaching them. Qualitatively we feel it is a good activity. At Tata Tea, we keep pushing the envelope and keep trying such activities to ensure we stay relevant and contemporarily and are ahead of the competition.”

The key markets for Tata Tea Gold are the North - especially Uttar Pradesh - Bihar, East - West Bengal and Kolkata, and Mumbai. Commenting on the other brands in the portfolio, Das says that the flagship brand Tata Tea Premium and Agni - the second largest brand in Tata Tea’s portfolio targeted at the price-sensitive consumer, has performed well. He also adds that the brand Tata Tea Elaichi Chai, launched two years ago, has also grown significantly on the back of a low base while the campaign for Tetley with Deepika Padukone yielded positive results.  On a final note Das says, “We continue to strengthen the current brands in the portfolio. There is a lot of innovation happening and the idea is to continue growing and also premiumise the tea market and also upgrade from loose and local tea. We continue to grow at both ends of the market.”

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