Corruption – Awaken
Tata Tea
Challenge:
In a scenario where inflation is forcing consumers to downgrade their choice of tea brand, will Tata Tea be able to command a premium through an emotional mother brand positioning expressed as Jaago Re or will it have to justify the price hike!
Solution:
We decided to stick to our emotionally resonating positioning of – ‘While other tea’s just wake you up Tata Tea awakens you!’ -
Campaign Idea- AWAKEN TO THE FACT THAT CORRUPTION EXISTS BECAUSE WE BRIBE
Results:
Brand preference soared post the campaign Despite price hike, overall share of purchase witnessed a steady peak for Tata Tea Tata Tea premium continues to grow despite declining share of competition Tata Tea wins share of mind and share of purchase despite not running any sales promotion; Taaza had several including free glass bowls and clinic Plus Shampoo.
