Created by Maxus, Tata Tea Premium’s new campaign ‘Narinku Dhanyabad’ for Odisha market is based on the insight that a patriarchal setup in the state made women feel suppressed and taken for granted
BestMediaInfo Bureau | Mumbai | January 20, 2016
After the resounding success of the woman-centric Power of 49 campaign in 2014, Maxus ESP, the entertainment, sports and content arm of global communications consultancy firm Maxus, has weaved another thought-provoking campaign for the women called ‘Narinku Dhanyabad’ for Tata Tea Premium in the Odisha market. The campaign which means “Thank the Women” is a call to the men of Odisha to thank the women and remember their silent contribution in shaping their lives.
Tata Tea Premium, a market leader in Odisha, wanted to stay locally relevant to their consumer, the Women & build conversations keeping them at the heart of it. Their Odiya TVC is based on a very powerful insight from the market. A research study showed that a patriarchal setup in Odisha made women feel suppressed and taken for granted.
True to its Jaagore values, the brand sought to awaken society & bring change. The men needed to wake up to the value of the women & the women needed to realize their importance in society. Using content as a route, the brand wanted to create conversations about local reality. They had to engage in multiple, continuous conversations with the men of Odisha. This gave birth to the “Narinku Dhanyabad” campaign. The campaign is targeted to the men of Odisha to awaken them & get them to acknowledge the importance of women in their lives.
Maxus collaborated with Odiya TV network Tarang as the broadcast partner. The faces of the campaign were of the most popular stars of Odiya Films; Superstar Anubhav Mohanty, Veteran actor Mihir Das and Film Actor & TV host Buddhaditya Mohanty. They came together to lead the change in Odiya society. They urged men to thank the women in their lives respectively for their immense contribution.
The men were also targeted through campaign-centric content on OTV, Odisha’s most watched news channel.
The 3 stars through their individual vignettes urged the men of Odisha to give a missed call to thank that important woman in their lives. Once the men shared the mobile number of the special woman, the woman got a call back with a heart-felt thank you message which acknowledged & respected her contribution. The voices of the stars were used to communicate with both sender and receiver. This created a lot of buzz & excitement amongst the people.
“It is extremely heartening to see the response to this campaign. We have gone live only 15 days back and already got 61% of the estimated response. This vision has been brought to life by the collaborative power of GroupM’s House of Media. We would like to thank Tata Tea Premium for taking this up and supporting such a unique yet relevant message! The marriage between the message and the medium has been successful and we hope to supersede in our expectations with this social initiative," said Pooja Verma, Head, Maxus ESP.
Informing about the integration, Rishi Chadha, Head, Tea Marketing, Tata Global Beverages, said, “Tata Tea Premium has been a brand loved and respected by the people of Odisha for over thirty years, making it the market leader in tea category in the state. We at Tata Global Beverages have always been instrumental in creating a positive social impact. Building further on our iconic Jaago Re property which stands for social awakening, ‘Narinku Dhanyabad’ campaign was conceived in partnership with Maxus ESP to enable the men of Odisha thank the most important women in their lives.”
“At TGB, we strive effortlessly to be increasingly relevant to women whom we consider to be the most integral section of our consumer group and this is our way of giving something back to all of them who truly form the backbone of the society. For the first time, a brand has embarked upon a mega 360 degree activation in the state to truly engage with the people of Odisha. Maxus ESP has spearheaded this campaign from conception to execution, bringing the most important media partners and celebrities on board, making it a roaring success. We now have a sustainable media property to engage with our consumers in Odisha,” Chadha added.
Client: Tata Global Beverages
Brand: Tata Tea Premium
Managing Director: Kartik Sharma
Campaign Elements: Short films with celebrities, Presenting Sponsorship of Tarang Parivaar Awards, Campaign messaging in Fiction Shows & in Newswheel (OTV)
Creative Team: Maxus ESP
Planning Team: Maxus Bangalore
Channel Partner: Tarang TV (GEC) & Odisha TV (News)