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Tag: Jaago Re

  • Tata Tea Chakra Gold takes Jaago Re (Meluku) campaign to Andhra Pradesh women

    Tata Tea Chakra Gold takes Jaago Re (Meluku) campaign to Andhra Pradesh women

    MUMBAI: For the first time, a Jaago Re (Meluku) campaign developed specifically for the women of Andhra Pradesh has been launched by Tata Tea’s premium brand in the region, Chakra Gold.  The new TVC, created by MullenLowe Lintas, endeavours to awaken the strength of Andhra Pradesh's women towards self-empowerment while battling debilitating patriarchy and discriminatory societal norms.

    Commenting on this campaign, TATA Global Beverages marketing head Puneet Das said, “TATA Tea Chakra Gold, known for its long lasting taste, is one of the most premium brands in the Tata Tea portfolio. For our latest campaign, we wanted to address the hopes and aspirations of the women in AP & Telangana. We had in-depth conversations with them where they expressed their deep desire to be free from oppressive societal ‘restrictions’ imposed on them. Hence, the aim was to bring alive these emotions of the women in this region.”

    He added, “Our new TVC campaign shows TATA Tea Chakra Gold as a preferred choice for women who always leave a lasting mark on everything they do. This is in line with TATA Tea Jaago Re campaigns that have always been ahead of the curve when it comes to addressing deep rooted societal issues and ‘awakening’ consumers to such issues. In its first regional appearance in the southern part of India, the TVC aspires to make a strong statement in true Meluku style, and we hope it will resonate with our audience and inspire them towards self-empowerment.”

    MullenLowe Lintas group CCO and chairman Amer Jaleel said, “Tata Tea Chakra Gold has always championed the South Indian woman in its advertising over the years. The shift is now to champion her strong views and actions, by which she awakens a societal and cultural change. That is why, for the first time, we have introduced the stirring emotions of Jaago Re to the Telugu-speaking audience.”

  • TGB launches Tata Coffee Grand with disruptive campaign

    TGB launches Tata Coffee Grand with disruptive campaign

    MUMBAI: Known for inspiring campaigns like Jaago Re, Tata Global Beverages (TGB) has launched a new marketing campaign for its new premium product Tata Coffee Grand.

    Tata Global Beverages regional president- India Sushant Dash says, “We are excited to launch Tata Coffee Grand at a time when coffee consumption is poised to grow significantly in the country. We are launching an innovative product and in keeping with this, we decided on a marketing mix that is different and disruptive. This is a refreshing take using compelling storytelling that speaks to both existing coffee drinkers, as well as young, curious prospective consumers who are looking for a new beverage of choice. With this campaign, TGBL looks to challenge the category codes in a way that is uniquely Tata Coffee Grand.”

    Conceptualised by Mullen Lintas, the campaign will be supported by an extensive social media plan and media integrations. The advertisement will be aired in Hindi, Tamil and other languages.

    Mullen Lintas NCD Shriram Iyer adds, “With the launch of a new product in one of the oldest categories in the country but one that’s just beginning to see a surge in growth, came along an opportunity to do something really unique and interesting. We’ve tried to break away from the monotony of conventional advertising on coffee by enlisting the help of a South Indian grandmother who’s anything but traditional. Decked in hip hop gear and bling, through an integrated 360 degree campaign, she teaches consumers on what it takes to make great coffee and to stop drinking what has now begin to pass for coffee, by rapping it.”