Tata Tea's new ad introduces a new tea-drinking experience

The new ad for Tata Tea Fusion targets the youth in its depiction of how today, everything can be customized including tea

BestMediaInfo Bureau | Delhi | November 9, 2015

Click on the image to watch the TVC.

Unlike the previous hard-hitting, trendsetting campaigns namely 'Jaago Re', 'Choti Shuruaat' and 'Soch badlo', this campaign from the house of Tata Global Beverages does not have a larger social message but does communicate the idea of customization.

The vibrant new campaign is for the launch of their brand new product Tata Tea Fusion. The innovation is poised to introduce a new tea-drinking experience to consumers.

The new India is enthralled and excited by the scope to customize everything. In this spirit of customization, Tata Tea engineered, for the first time in India, a product that allows them to package two different types of tea leaves into a single package that allows people to customize their tea and create their own signature brew. Tata Tea Fusion brings home the magical beverage moment when you can enjoy your cup of tea, just the way you like.

The ad film opens with a couple having a tiff, while an aspiring suitor of the woman looks on. Encouraged by the prospect of dating her, he starts brewing a fresh cup of tea. To celebrate the moment and enhance the flavour of the superior Assam tea, the excited suitor adds the Kenyan tea to the blend, to make it all the more special. He oscillates between hope and despair, only to find out in the end, that trouble has finally ended in paradise.

Talking about this crisp new advertisement, Rishi Chadha, Head, Tea Marketing, TGBL, says, “What does a tea brand say, when it already has great Assam tea and it wants the experimental tea audience to add a Kenyan tea or Green tea enhancer to the base Assam tea? We gave them the 'freedom to mix' and create blends and brews that can enhance their tea- drinking experience. The campaign talks to the young-at-heart consumer who is more than willing to play with his cup of tea. Another important aspect of Fusion is that it does not make the customization mandatory. It is not a premixed tea; it is two kinds of teas in one pack, each of which is a superior tea in its own way.”

Very different from the earlier ads that urged consumers to take action and change their outlook; this one steers clear of any overarching message but does get the communication right.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Tata Global Beverages

Brand: Tata Tea Fusion

Agency: Lowe Lintas

Executive Producer: Khalil Bachooali

Director:Abhijit Sudhakar

Producer: Anirudh Sharma

Info@BestMediaInfo.com

Info@BestMediaInfo.com