Brewing Regional Pride: Tata Tea Premium Unveils New Hyperlocal Campaign

Tata Tea Premium has unveiled three new ads under its hyperlocal marketing strategy to celebrate regional pride in true Tata Tea fashion. his campaign, created by Mullen Lintas, highlights the unique cultural truths of each state, aligning with the brand’s proposition of ‘Desh ki chai, Apne pradesh ka swad.’ 

The ads carry on Tata Tea Premium's age-old tradition of deeply engaging with regional identities. Each commercial is crafted to reflect the distinctive cultural characteristics of the states that they represent.

The film for Punjab highlights the state’s renowned compassion. It shows children using their lunch boxes as community kitchens to feed construction workers. This gesture exemplifies Punjab's tradition of 'sewa' and its deep-rooted large-heartedness, even among young students. The TVC connects Tata Tea’s ‘Vadde Daanein Wali Chai’ with Punjab’s spirit of generosity, underscoring the brand’s message: ‘Vadde Dil Wali Punjab Ke Liye Vaddi Daanein Wali Chai.’

In Uttar Pradesh, the film tells a story of unexpected heroism. A local strongman helps an ambulance stuck in traffic, showcasing the ‘Dumdar’ spirit of UP’s people. This act of kindness challenges stereotypes and aligns with Tata Tea’s proposition: 'Dumdar UP ke liye, Dumdar Chai.’

The Haryana film celebrates the courage of women through inspiring stories. It features a bold cricketer, a daring mother, and a fearless policewoman, capturing Haryana’s fearless spirit. This reflects Tata Tea’s promise: ‘Aise hi kadak Haryana ke liye Tata Tea Premium ne banaya hai kadak chai.’

Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products, in a media release, said, “Tata Tea Premium had pivoted to its hyperlocal approach almost half a decade ago. While maintaining our national stature, we also leverage our regional expertise by understanding the unique preferences of each of the states. Our new films continue to bring alive the insight that is deeply rooted into the cultural truth and tea preference of each region.”

Elucidating further, Kishore Subramanian, President & CSO, Mullen Lintas, revealed “Taking forward Tata Tea Premium's hyperlocal campaign this time around was that much more challenging for us as we had to live up to all the love and success the campaign garnered last time around. We used MLLG’s proprietary immersive syndicated cultural research done for each state in India, to find the right insights to showcase the true spirit of Punjab, UP and Haryana. All gloriously bought alive as a celebration of the brand’s ethos of ‘Desh Ki Chai, Apne Pradesh Ka Swaad’ through these films.”