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Tata Tea Chakra Gold celebrates Tamil culture with an exclusive campaign
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Wednesday, 04 December, 2019, 13 : 00 PM [IST]
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Our Bureau, Bengaluru
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Tata Tea Chakra Gold unveils a TN-exclusive campaign, conceived by Mullen Lintas. This is in a bid to celebrate the Tamil pride, not only about the language but as a way of life.
The new campaign for Tamil Nadu is a celebration of this very uniquely Tamilian code of life that is evident even in day to day situations.
The film, opens in a traditional meal area of a Tamil function where a server, who is placing banana leaf in a certain direction, is stopped by his supervisor who shows the ‘right way’ of placing it. More such life illustrations follow, all showcasing the Tamil penchant for doing every little thing in a certain methodical way and the right manner.
In all these situations, the most interesting character is played by an uncle, obsessed with Tamil processes and corrects people whenever they make a mistake. When it comes to the process of making good cup of tea, the ‘Uncle’ recommends the brand as the tea for Tamilians. The film ends with showcasing all protagonists enjoying the perfect cup of the brand.
Commenting on the campaign in Tamil Nadu,Puneet Das, VP, 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, Garima Khandelwal and Azazul Haque, chief creative officers,Mullen Lintas, said, “Regional insight and truth of inherent everyday behaviour that evokes pride and empathy as a reason to consume Tata TeaChakra Gold. It positions the brand as a ‘go to’ tea by keeping the consumer at the centre using the analogy of the process followed for making it.
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