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MARKETING

Tata Tea Chakra Gold launches Women’s Day campaign through TVCs in TN
Monday, 11 March, 2019, 14 : 00 PM [IST]
Our Bureau, Bengaluru
Tata Tea Chakra Gold unveiled a Women’s Day campaign for their audience in Tamil Nadu recently in a bid to encourage society to move past regressive traditions holding women back. The campaign runs through TVC (television commercial) vignettes which takes a simple example of how even making the morning cup of tea for the family is traditionally assumed to be a woman’s responsibility.

The male protagonist in the film calls for positive changes to such regressive thinking and encourages men to make a small start this Women’s Day by making a cup of tea for the women in their families as a symbolic gesture for the larger change required.

The simple, yet powerful, narrative rests on the insight that sometimes a small step can go a long way in moving the needle when it comes to women’s empowerment and building a more inclusive society.

The TVC ends with a poignant message while the husband pours tea into the cups, saying, “Sometimes to move forward, one needs to take just a small step”. Resonating with the empowerment and encouragement needed for women in our society, this strong message is delivered by the male of the house. There are different renditions of the above storyline on Star Vijay and Sun TV.

Taking a progressive stand in the southern state, Puneet Das, marketing head, Tata Global Beverages, said, “The campaign is about celebrating the women of our society by keeping aside some roles traditionally defined for them and encouraging the men to take steps towards ensuring equality.”

“The beginning of any great and meaningful change begins at home, and hence, our campaign tries to identify small but significant steps in which we can usher in changes we want to see in our society to challenge the stereotypical roles associated with women. Our campaign celebrates strong women and a cup of tea that is just as strong,” he added.

Tata Tea Chakra Gold is the second largest tea brand in South India and ninth largest across India, in terms of market share. Originally launched in 1985 as Chakra Premium Dust Tea, the product was renamed Chakra Gold in 1989. Over the last 30 years, it has built a strong equity in the markets of Tamil Nadu and Andhra Pradesh.

Tata Tea Chakra Gold is one of the leading packaged dust tea brands in South India, with a strong heritage of 34 years. It is predominantly sold in states of Tamil Nadu and Andhra Pradesh.

Made from the choicest Assam teas, known for their strongest flavour, Chakra Gold is loved for its strong and lingering taste.

With the restage of mother brand and launch of Tata Tea Chakra Gold variants - Activ+ and Elaichi, Tata Global Beverages Ltd intends to strengthen its portfolio play and build equity in the fast growing premium tea segment in South India.

The brands have presence in over 40 countries. The company has significant interests in tea, coffee and water and is the world’s second largest tea company. It accounts for over 330 million servings of its brands are consumed everyday around the world.

Tata Global Beverages Group has an annual turnover of approximately $1.4 billion, including from its JVs (joint ventures) and associates. It employs about 3,000 people across the world.

The company focusses on natural beverages and has a stable of innovative regional and global beverage brands, including: Tata Tea, Tetley, Himalayan natural mineral water, Tata Water Plus and Tata Gluco+, Good Earth Tea, Grand Coffee and Eight O’clock Coffee. 
 
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