Tata Tea Chakra Gold's new campaign highlights the impact of choices on success

Tata Tea Chakra Gold has announced the launch of its new campaign featuring brand ambassador Rashmika Mandanna.

Mandana’s persona finds its expression in Tata Tea Chakra Gold Premium Leaf tea’s launch communication narrative of Choice of Success.

The campaign conceptualised by Mullen Lintas, directed by V. K. Prakash captures the importance of choices one makes that lead to their success.

The new Tata Tea Chakra Gold leaf film takes inspiration from the brand ambassador Mandanna’s life to illustrate the importance of perseverance and making the right choices such as choosing to work hard and choosing a never-give-up attitude, to make dreams a reality and achieve success.

Puneet Das, President – Packaged Beverages, India and South Asia, Tata Consumer Products, said, "Until now, Tata Tea Chakra Gold was known to be available as a dust tea with extremely fine sized tea granules/leaves delivering a strong taste.  With the launch of Tata Tea Chakra Gold Premium Leaf Tea, we have now also entered the premium leaf segment in the markets of Andhra Pradesh and Telangana under the Tata Tea Chakra Gold master brand. This premium ‘leaf tea’ segment, known for its larger tea granule size blend, presents a relevant and growing opportunity to cater to evolving consumer preferences, especially in markets in the South. Having Rashmika Mandanna as our brand ambassador is only befitting of the message that we want to reinforce through our TVC: viz Choice of success since she is a self-made person who hailed from an ordinary background but dreamt big and now has made her place as a well-known actress through her perseverance. Her persona is that of someone who puts efforts into making her dream a reality and therefore can serve as an inspiration for our consumers who also aspire to be successful in their personal and/or professional lives, making this association truly special."

Mandanna said, "I am delighted to be a part of the Tata Tea Chakra Gold family. The brand's values align with my personal journey, which reflects hard work, authenticity, and the pursuit of excellence. It is my choice of success. I believe in the power of every individual's journey and the strength it brings. Tata Tea Chakra Gold resonates with that belief, making this association truly special."

Ram Cobain (Jayaraman), CCO, Mullen Lintas, said ‘When a woman – especially from a small-town – makes it big, she paves the way for so many others. Her choices act as inspirational signposts for more women to travel down their own roads and map their own destinies. Rashmika’s journey is deeply human and personal; we’re thrilled that by using de-ageing deepfake technology, we were able to add authenticity and take viewers back in time to relive it.

Tata Tea Chakra Gold new campaign:

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