Chandigarh, 2nd August, 2024- Tata Tea Premium, flagship tea brand from Tata Consumer Products portfolio takes you on an engaging journey in Punjab with the launch of a new film under the aegis of its hyperlocal strategy. The film brings alive the brand proposition of ‘Desh ki chai, apne Pradesh ka swad’ anchored through a societal truth that is unique to the state.
The film celebrates its large heartedness and its unwavering compassion for community service. It captures the heartfelt gesture of children using their ‘dabbas’(lunch boxes) as ‘langars’ (community kitchens) to feed construction workers, illustrating how Punjab’s renowned large heartedness and tradition of ‘sewa’ is quintessentially ingrained into its cultural fabric even while growing up , finding expression even in young school kids/children .The video beautifully marries the brand’s product benefit of ‘Vadde Daanon Wali Chai” with the societal truth of “ Punjab’s large-heartedness” to bring alive the brand’s proposition of “Vadde Dil Wali Punjab Ke Liye Vadde Daanon Wali Chai”
Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Product, 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. This in the process seamlessly brings alive the brand proposition of the region/state. Hence, these films tend to evoke a feeling of regional pride in the heart of our consumers.
“Each state and in turn its people are often fit into a ‘type’, while some stereotypes are biased and come from an outsider’s perspective, some in fact are true to their nature and our films celebrate this ‘local’ spirit in all its glory. For example, our Punjab film celebrates the large-heartedness of people of Punjab who are known to go out of their way to show compassion and serve others. We hope consumers will really love and connect with these engaging stories, as much as we did in bringing them to life. Aim is to continue to bring alive more such stories that evoke regional pride, through digital, on-ground and other media led activations.”