Tata Tea’s I-Day campaign highlights our regional expertise: Puneet Das

Puneet Das, Vice President Marketing - Beverages India at Tata Consumer Products on the campaign, Tata Tea’s focus on social issues, tea industry during the lockdown and more

e4m by Nafisa Shaheen
Published: Aug 21, 2020 9:33 AM  | 4 min read
Puneet Das

Since the onset of the pandemic, corporates have taken their CSR duties seriously. They have been relentlessly working towards bringing a change in people’s lives. The tea industry went through a slant phase during the pandemic induced lockdown. With productions shelved off, plantation workers and regional artists had to bear the brunt.

Tata Tea Premium’s new I-Day campaign takes the CSR route to help regional artisans who were severely impacted by the pandemic. In a candid conversation with e4m, Puneet Das, Vice President Marketing - Beverages India at Tata Consumer Products, shares insights about the Desh ki Chai campaign and Tata Tea's focus on social issues. 

What was the insight behind the  Desh Ka Kulhad collection launched by Tata Tea Premium? 

Re-enforcing the ‘thought leadership’ DNA of the brand, Tata Tea Premium’s expertise has been to cater to local taste preferences in various geographies across India. This has made Tata Tea Premium one of the leading tea brands across India, and Desh ki Chai in the truest sense of the term. Last year, we had launched a multi-state, ‘hyper-local’ campaign for the brand Tata Tea Premium that evoked regional pride through its state customized packaging which captures symbols of pride of each state and its communication rooted in state-specific insights.

On this Independence Day, Tata Tea Premium has launched a special ‘Desh Ka Kulhad’ collection. This limited-edition hand painted Kulhad collection showcases the rich cultural heritage and diversity of various Indian states and promotes the work of our Indian artisans. For this initiative, Tata Tea Premium has tied up with Rare Planet, a start-up that promotes and works with the artisan community across India.

Tata Tea has always been vocal regarding social issues and has tried hands on several path-breaking campaigns. How does this initiative take forward the group's social engagement efforts? 

The handicrafts sector is one of the key sources of employment for the Indian Artisan Community. They have been impacted severely during these unprecedented times.

Tata Tea Premium is supporting the Indian Artisan community by promoting this collection and urging people to buy these exquisite Kulhads. The proceeds of the sale will support in generating livelihood for the Indian craftspeople. Tata Tea Premium will also contribute an additional amount for every product sold from this collection to support the larger cause of the Artisan Community.

Can you tell us about your association with Rare Planet?
We have associated with Rare Planet, a start-up focused on uplifting artisans that connects more than 2000 artisan families across India. We are happy to partner with them for our ‘#DeshKaKulhad’ collection. Through this initiative, we will be promoting the ‘Desh ka kulhad collection by reaching to a larger audience which will help in showcasing the work of these artisans. We are positive that this collaboration will support the income generation for an industry so intrinsically connected to India.”

What is your media mix being used to promote this initiative? How much leverage has been given to digital?

It is an integrated campaign with print advertorials, digital, social media followed by influencers. The website indiakichai.com will showcase the #Deshkakulhad collection and the consumers can visit this site to know more about the collection and buy the product for themselves.

A lot of focus is on regional pride and diversity. What are your plans for building on-ground connect at the local level?

Tata Tea Premium, as a brand, has always offered blends, meeting consumer’s taste preferences in various geographies and making Tata Tea Premium one of the leading brands across India. The brand has been developing state-wise communication based on local/regional-level insight and has used hyper local media choices to effectively connect with its consumers. Tata Tea Premium celebrates India’s rich cultural heritage and diversity which is a matter of pride for our nation.

 Is this initiative part of Tata Tea's CSR project? How will it benefit the brand's positioning?

The initiative aims to help the artisans of India and in a sense doing good for the community while in line with our proposition, viz highlighting our regional expertise while reinforcing our national stature. We want to be authentic in our consumer engagement and our consumers and over the years that's what consumers have expected from a brand like Tata Tea Premium and we've been consistent with it.

What are the future plans of the brand? Any new product portfolio in the line-up?

As a brand, our endeavour is to continually delight our consumer by offering them products based on regional taste preferences and engaging them with authentic and relevant initiatives/communications. We will keep doing the same moving forward. So keep watching the space.

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