Tata Tea Agni's campaign showcases 'Josh' of 3 Indian Women's Hockey team players

Tata Tea Agni has relaunched itself with a revamped communication and packaging to resonate with its loyal consumers and has launched a campaign is anchored on its spirit of ‘Josh Jagaye Har Roz’ to connect with its target consumers.

The campaign brings alive the stories of determination and passion and celebrates journeys of the people of India to strive forward with ‘Josh’ towards a better tomorrow. The campaign has been conceptualised by Mullen Lintas.

The restage aims to cater to the consumers who are aspirational and are in the process of upgrading their lives. Capturing this emotion on the canvas of the packaging, the brand communicates to its consumers by depicting a promising day with the hues of the warm glow of the morning light, bathing the city as it awakens from its slumber to a new day.

Echoing the tagline of ‘Josh Jagaye har Roz’, the brand encourages its consumers to live a meaningful life with strength and zest.

The TVC showcases the ‘Josh’ of 3 key players from the Indian Women’s Hockey Team- Arjuna award winner Vandana Katariya , Drag flicker and key architect of India's success over Australia in Tokyo Olympics Gurjit Kaur and Asian Games medallist, Neha Goyal.

Puneet Das, President, Packaged Beverages, India and South Asia, Tata Consumer Products said, “Tata Tea Agni understands the importance of awakening one’s passion and determination and following your dream every-single- day. Its extra-strong taste not only refreshes your mind, but awakens the fire or ‘josh’ within you to embrace and make the best of all opportunities that come your way. As a brand, we have a wide presence in more than 22 Indian states. With this restage, we remain hopeful of growing in the affordable tea category in India. Our new communication ‘Josh Jagaye Har Roz’, will definitely connect with the people of the country and bring alive the true spirit of strong determination and passion.”

Azazul Haque, Chief Creative Officer- Mullen Lintas, said, “The brief was to connect with India's heartland and reposition the brand in a big way. Tata Agni was always value-led. We needed to change that and make masses connect with the brand at an emotional level. We thought inspiration is one value, India's heartland has always loved and the name ‘Agni’ stands for the fire inside. The idea of choosing Indian Women’s Hockey Team came from the clients’ and we loved it. As no one represents the brand positioning of Josh everyday better than the Indian Women’s Hockey Team. We just needed to tell their real-life inspiring story of Josh to the world. And the campaign is doing just that.”

Gurjit Kaur, Indian Field Hockey Player, said, “Girls from my hometown were restricted to go out and play hockey owing to the societal norms that were an obstacle to our professional aspirations. However, once I started playing hockey there was no turning back. The determination to make my parents proud fuelled my soul with josh to overcome any hardship and to somehow live my dream to the fullest. Tata Tea Agni, as a brand recognised my struggle and brought alive my ‘josh se bhari kahani’.”

Neha Goyal said, “Hailing from a poor family, my childhood was rather difficult. There were hardly any resources left to pursue a sport and so I joined hockey with the hopes that I could at least get some clothes and shoes for playing. I was good at the game and my situation started to improve gradually until I encountered another major hurdle – physical injury. I was at the peak of my career but had to leave the camp owing to the injury. I had lost all hopes but my coach motivated me and fuelled my josh to make a comeback, akin to how Tata Tea Agni fuels josh and the spirit of awakening every day with its strong cup of tea.”

Vandana Katariya said, “My life has been a constant struggle. But with time, I grew to understand that struggles and challenges only make one stronger and more determined. It is heartening to see families in my hometown now supporting and encouraging their daughters to follow their passion. We should always ignite our josh and follow our dreams because ‘Jinke andar agni hoti hai, wo har muskil, har chunauti ko apnaate hain josh se’.’’

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