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Tag: Mullen Lintas

  • Masala with a match twist as Saffola spices up snacking game

    Masala with a match twist as Saffola spices up snacking game

    MUMBAI: In a season when cricket commentary is as spicy as the snacks on our laps, Saffola Masala Oats has pitched a googly that’s clean bowled viewers with laughter and nostalgia. In a sizzling new campaign starring the ever-iconic Sanjay Manjrekar, the brand proves that oats can be masaledar enough to stand shoulder-to-shoulder with chaklis and chakhna without compromising on nutrition.

    Conceptualised by Mullen Lintas with support from Social Panga and Madison Communications, the campaign flips the script on traditional health food advertising. It begins in a podcast-style face-off where the host cheekily pulls up Manjrekar on his famously “brutal commentary.” As clips of his classic barbs, “bits and pieces player” and “not having the range” play out, Manjrekar, caught snacking on masala chakli, quips, “Eh… thoda masala toh chahiye na!” What follows is a swift on-screen swap with a steaming bowl of Saffola Masala Oats, served with a side of wit and wellness.

    Set against the backdrop of IPL frenzy, the campaign is a spicy sequel to last year’s viral “Behave” spot. This time around, Manjrekar serves up commentary and charisma with equal flavour, as the brand positions its oats as the go-to snack for India’s young, health-conscious crowd looking for a punch of taste in every spoonful.

    Speaking on the campaign, Marico Limited chief executive officer for India core business Ashish Goupal said, “Saffola has always stood for smart choices products that are nutritious, convenient, and great-tasting. Over the last year, we’ve evolved our brand storytelling to resonate more deeply with younger audiences. The cricket campaign is a significant step in this journey combining humour, nostalgia, and relatability with a message that snacking can be both nutritiously convenient and genuinely enjoyable. Sanjay Manjrekar brings the perfect blend of edge and familiarity to drive home this idea.”  He adds, “We are also seeing growing consumer acceptance of oats in India not just as a breakfast option, but increasingly as a savoury, anytime snack. As a category leader, we are committed to shaping this evolving snacking culture offering exciting formats and bold flavours that meet the expectations of today’s health-conscious yet taste-loving consumer.”

    Talking about the creative thought process behind the campaign, Mullen Lintas chief creative officer Ram Cobain said, “What’s cricket without a spicy take by Sanjay Manjrekar? Last year, we used Manjrekar’s famous (or rather infamous) ‘Behave’ remark as the central idea for the film. For this year’s IPL, we’ve used not one, but half a dozen of his ‘masaledar’ comments from the past, to cook up a fun banter between him and an interviewer. And smoothly slid a bowl of Saffola Masala Oats as a cheeky, socially-palatable alternative.”

    Sharing their experience of working on the campaign, Social Panga Mumbai creative head Ketki Karandikar shared, “When it comes to exciting and flavourful experiences, Sanjay Manjrekar’s unfiltered opinions on cricket find the perfect match in Saffola Masala Oats. We crafted bite-sized, snackable content tailored for social media platforms and paired it with sharp quick commerce collaborations. The result? A seamless journey from screen to spoon, ensuring the masala flavour wasn’t just talked about, but tasted in real-time.”

    Reflecting on the strategy of tapping into India’s cricket frenzy, Madison Media Ultra COO Jolene Fernandes Solanki shared “Consistency is key to brand building, two years in a row now, we’ve hit a six with cricket fans! Our continued partnership with cricket events and having associated with Sanjay Manjrekar has not only driven engagement but also reinforced Saffola Masala Oats as a anytime snacking meal”

    The innovation doesn’t stop at marketing. With new gourmet oat flavours and the easy-to-carry Cuppa format, Saffola is doubling down on snacking that’s both satisfying and smart.

    Because in India’s new snacking league, masala is the MVP and Saffola’s got it down to a fine oat.

  • Marico Saffola Oats launches new TVCs

    Marico Saffola Oats launches new TVCs

    Mumbai: From the house of Marico, Saffola Oats, the Oats brand is excited to announce its latest campaign with new TVCs that showcase the versatility and deliciousness of oats beyond traditional porridge. The ads centred around the concept that oats are healthy but often considered boring and limited to porridge, challenge this perception by highlighting how Saffola Oats’ soft grains can elevate the taste of everyday dishes, making them ‘super-duper tasty’.

    These two new ad films, conceptualized by Mullen Lintas, showcase two relatable stories. The first features a husband who is initially unenthusiastic about a bowl of plain oats. His wife encourages him to try it, assuring him it’s special. Upon tasting the oats, he’s pleasantly surprised by its creaminess.

    The second TVC depicts a mother and daughter during a meal. The daughter is hesitant about the Chilla served to her. The mother urges her to give it a try, and the daughter is delighted by Chilla’s softness.  

    Both TVCs then reveal the key ingredient: Oats. Not just any oats, but Saffola Oats. The films emphasise the unique soft grains of Saffola Oats, which not only create a creamy texture but also easily blend into any regular dish, enhancing its taste further. Thus, becoming incredibly versatile for a range of recipes.

    Marico Ltd. India & foods business, chief operating officer Vaibhav Bhanchawat said, ‘We aim to transform how people perceive oats, showcasing their incredible versatility and ability to elevate a wide array of dishes beyond traditional breakfast porridge. The secret of our oats lies in our unique soft grains, which create a creamy texture when cooked and seamlessly blend into everyday recipes, enhancing both taste and texture for a truly delightful experience. As India’s #1 Oats brand, we want to inspire people to explore the endless possibilities of Saffola Oats beyond just porridge ’’

    “There are many ‘everyday’ dishes that no one looks forward to. To raise the mundane up to wonder, is Saffola Oats’ delightful brand purpose. There’s a secret, surprising side to these Oats – the fact that they blend in authentically and awesomely with almost any preparation. Our campaign takes the hard-baked cynicism of the eater and shows how the same dish evokes a new visceral response after the first mouthful. Because while our eyes might be quick to judge, our taste buds will be equally quick to know the difference” said Mullen Lintas chief creative officer Ram Cobain.

    The new TVCs reinforce Saffola Oats’ brand promise of “Khana Banaye Healthy, Saath Mein Tasty”. The films also highlight that – Saffola Oats is a good source of fibre, iron, and protein – with the power of 3, making it a nutritious and wholesome choice for the entire family.

  • Britannia’s AI campaign reaches rural India where the internet doesn’t

    Britannia’s AI campaign reaches rural India where the internet doesn’t

    Mumbai – As a part of its ongoing conversation on parenting being a shared  endeavour (Growth needs both), Britannia Milk Bikis, in partnership with GroupM’s media services  agency Mindshare India, has launched a first in-India campaign ‘Parvarish Ki Baat Papa Tripathi  Ke Saath.’ This unique campaign blends tradition with technology to engage parents in  meaningful conversations about shared parenting roles.

    The campaign, conceptualised by MullenLowe Lintas Group, roped in the voice of Pankaj Tripathi  with an interactive voice response system (IVRS). Pankaj Tripathi, lovingly known as Papa Tripathi  shares relatable insights on parenting. Delivered in the local dialects of Uttar Pradesh, these  messages encourage parents to participate in their child’s growth and development actively.

    In a country where connectivity and technology vary, and access to 4G and smartphones is limited,  the heart of this campaign is its adaptive, data-light platform designed specifically for feature  phone users. It uses real-time data to tailor voice messages that suit each parent’s environment,  ensuring the conversation is always timely and relevant. Over a series of calls, the messages evolve  to highlight various aspects of parenting and subtly include Britannia Milk Bikis biscuits.

    The campaign culminates in an interactive conference call using mSamwaad, India’s largest audio conferencing bridge solution that uses the power of telecom to connect and engage the audience  with Pankaj Tripathi’s AI model, where parents can have their questions answered.

    Britannia CMO Amit Doshi said, “Britannia Milk Bikis has long supported  parents by providing easy-to-access tools that support better parenting techniques with  campaigns like Adengappa. With ‘Parvarish Ki Baat Papa Tripathi Ke Saath,’ we are taking this  a step further by combining technology with trust to facilitate open conversations about shared  parenting responsibilities. The campaign uses inclusive tech solutions strategically crafted to  reach consumers across diverse demographics in low-connectivity areas, ensuring that every  parent, no matter where they are, can get insights about shared parenting. This reflects  Britannia’s ongoing commitment to leveraging new-age technology to make meaningful  connections with our consumers across India.”

    Mindshare South Asia CEO Amin Lakhani said, “In the vast landscape of  Rural Bharat, there is a pressing need for solutions that transcend beyond the reaches of the  internet. For regions with limited smartphone penetration, our smart solutions for feature phones  foster meaningful dialogues with consumers on a significant scale. As marketers, we enable our  clients to engage meaningfully through inclusive tech stacks infused with creativity, ensuring  connection across the diverse tapestry of many Indias. By harnessing creativity, voice telephony,  WhatsApp, Gen AI, and vernacular elements, we pave the way for a new era of personalized  solutions for Rural consumers.”

    Mullen Lintas CCO Ram Cobain said, “Pankaj Tripathi is very well known; but the  sticky ‘Papa’ Tripathi is a fresh character we’ve come up with. In his latest, most natural role,  Papa Tripathi digs deep and offers personalized parenting tips to mothers and fathers in UP. This  campaign fuses the time-tested IVR system with the latest Gen-AI and some never-out-of-fashion  creativity. Cold calls are generally a nuisance – these promise to be both heartwarming and  invaluable.”

    Additionally, the campaign integrates seamlessly with WhatsApp. By opting in, parents can  receive personalized messages with captivating content to encourage them with parenting.

  • FGII’s heartwarming #WelcomeHome campaign is a call for LGBTQIA+ inclusion

    FGII’s heartwarming #WelcomeHome campaign is a call for LGBTQIA+ inclusion

    Mumbai: Future Generali India Insurance (FGII) marked PRIDE celebrations 2024 with a heart-touching campaign #WelcomeHome to reaffirm its allyship with the LGBTQIA+ community in their struggle for equality and wellbeing. The campaign, which signs off with the core thought of ‘Home is wherever you can be yourself’, highlights the importance of creating inclusive environments where everyone, regardless of their sexual orientation or gender identity, feels valued and accepted.

    Home is possibly the only place where an individual can be secure and comfortable in their own skin, beyond any prejudice or societal pressures. However, for individuals from the LGBTQIA+ community, the journey to finding such a space is often fraught with challenges. In its #WelcomeHome campaign, FGII underscores the importance of ‘home’ and the need to create inclusive environments for people from the community who often have to adjust to a world that lacks inclusivity, warmth and hospitality.

    Future Generali India Insurance, chief marketing, customer and impact officer Ruchika Varma said, “At Future Generali India Insurance, Diversity, Equity and Inclusion (DEI) is ingrained in our DNA, and we stand firmly aligned with this ethos not just as an inclusive employer and an inclusive insurer but also as an inclusive corporate citizen. Everyone deserves a safe and supportive environment where they can be their authentic selves, free from judgment and discrimination. Our #WelcomeHome campaign, which features reallife LGBTQIA+ talents, aims to highlight this fundamental need. By showcasing these stories and experiences, we strike the right chords to foster broader societal acceptance, encouraging a more inclusive and understanding community for all.”

    “In addition to facing significant barriers in getting access to comprehensive care, the community also often faces discrimination at the workplace. Instead of mere tokenism, we at FGII, have walked the talk and have taken several concrete steps that includes providing family floater health insurance cover to live-in partners including the LGBT community across all our health indemnity insurance products, introducing LGBTQIA+ friendly employee policies, and equipping our workplace with inclusive infrastructure like gender-neutral washrooms to welcome people from the community into the FGII family. By fostering a culture of acceptance via frequent conversations and events round the year, we have extended the scope of PRIDE celebrations beyond just a day or month.” Varma added.

    Home has no fixed address; it is wherever you can be yourself. Home can be your family circle, a stranger’s smile, a friend’s company or a lover’s arms. It can also be the place you work at. #WelcomeHome is a statement of Future Generali’s unwavering allyship with the Pride family. Our film is set to a trans-man and musician, Jay Anand’s searing track, and we shot with over 15 members from the LGBTQIA+ community, essaying each person’s beautiful truth as honestly as we could.’ said Mullen Lintas CCO Ram Cobain.

    Pride Campaign 2024 | #WelcomeHome

  • Marico’s Saffola Masala Oats nudges Sanjay Manjrekar to ‘Behave’

    Marico’s Saffola Masala Oats nudges Sanjay Manjrekar to ‘Behave’

    Mumbai: In a witty new campaign for Marico’s Saffola Masala Oats, launched during the ICC Men’s T20 World Cup 2024, Manjrekar is being nudged to “Behave” in the face of his own snack cravings. The new campaign takes a light-hearted approach by capitalizing on Manjrekar’s iconic “Behave” moment during the recent Premier League 2024, in order to promote healthier snacking choices.

    The two commercials, conceptualized by Madison Communications, written by Mullen Lintas and executed by Disney+ Hotstar Creative Works, take viewers on a journey with Manjrekar as he prepares for a cricket match. Initially tempted by the familiar yet unhealthy snacks of samosas and spring rolls, Manjrekar is humorously reminded of his past advice to the crowd – “Behave!” – in a playful reference to a well-known incident. Caught between his desire for taste vs health consciousness, Manjrekar discovers a delightful solution – Saffola Masala Oats. The commercial not only showcases the product ingredients such as oats, veggies and desi spices in their full glory, but also highlights its quick and easy preparation, thus transforming from a pack into a delicious bowl of oats with a convenient three-minute timer.

    Expressing his excitement about the collaboration, Marico Ltd chief operating officer- India & foods business Vaibhav Bhanchawat said, “We’re thrilled to have Sanjay Manjrekar for this campaign. His playful and relatable personality perfectly complements the campaign’s light-hearted approach, highlighting the brand’s ability to satisfy cravings without compromising on health and taste. Cricket, especially with this ICC Men’s T20 World Cup, is synonymous with passion and energy, just like the emotions we experience around snacking. Sanjay’s presence brings that same kind of excitement to the campaign, reminding viewers that Saffola Masala Oats becomes their go-to choice for those who seek both health and taste in their snacks, especially during the high-octane environment of this tournament.”

    Madison Media Ultra COO Jolene Solanki said, “Snacking and sports go hand in hand, while many snacking brands take this opportunity to be present during the sport, we at Madison believe that just being present with the regular TVC will only build awareness. Brands spend a huge amount of money on sporting events but very few focus on blending both media and creative together and be relevant, that’s when you make your investments work harder. Conceptualizing the idea and creating a special creative with Sanjay Manjrekar and his famous, trendy line “Behave” along with Saffola Masala oats helped us be relevant during the ICC Men’s T20 World cup 2024.”

    This new ad cleverly addresses the consumer’s constant need for snacks that fulfill their emotional desires. However, when faced with unhealthy options, a moment of conscious decision-making becomes evident, leading to a preference for choices that seamlessly blend health and taste. The ad captures the brand’s core message: “Bindaas Saffola Masala Oats bana, Dil ko na kar mana’’

    The advertisement has been featured on Disney+ Hotstar during their exclusive first-of-its-kind live cricket show, ‘Caught & Bold’ and also during the innings break at the ICC Men’s T20 World Cup 2024. The campaign will also be amplified across social media platforms.

  • Hindware unveils Aqua Pro water-saving nozzles in latest ad campaign

    Hindware unveils Aqua Pro water-saving nozzles in latest ad campaign

    Mumbai:  Hindware Ltd, the country’s bathware brand, launched its new television commercial campaign, #TapIntoTheFuture, featuring some of the biggest cricket icons from the Royal Challengers Bengaluru team. Conceptualised and created by Mullen Lintas, the campaign seeks to raise awareness about water conservation for a sustainable future, placing the spotlight on the brand’s latest innovation – the Aqua Pro Water-Saving Nozzles. The campaign aims to inspire and encourage viewers to take actionable steps towards reducing their water footprint.

    The Aqua Pro Nozzle, a revolutionary product developed in collaboration with Swedish innovation company, Altered, is designed to set new benchmarks in water conservation. These ground-breaking nozzles provide an astounding capability to save up to 98% of water usage, engineered to fit seamlessly into any regular tap. Aqua Pro Nozzle’s Swedish Atomisation Technology transforms water flow into three modes – “Spray, Dome and Mist,” drastically reducing water usage without compromising on functionality, ensuring that water is used to its utmost efficiency, leading to significant savings in water.

    Commenting on the announcement, Mr. Sudhanshu Pokhriyal, CEO – Bath & Tiles Business, Hindware Limited, said, “In our continuous endeavour to redefine bathroom solutions and contribute to a sustainable future, we have introduced Hindware Aqua Pro Water Saving Nozzles. This is a testament to our commitment, to offering a revolutionary solution to the looming water crisis. Through our partnership with cricket’s most celebrated stars, we aim to amplify the message of water conservation and inspire widespread adoption of eco-friendly solutions and practices.”

    Ms Arunima Yadav, VP & Head of Marketing-Bath & Tiles Business, Hindware Limited, further added, “As a brand we are committed to bringing innovative solutions to our consumers and communicate them in an interesting manner. Our latest ad campaign draws the parallel between technology used in cricket with technology used in Aqua Pro water-saving nozzles and how one saves the day for our cricket players while the latter will help to save our tomorrow by saving water. Our partnership with the Royal Challengers Bengaluru team adds a powerful endorsement to our commitment to inspire the young generation to join us in preserving our most precious resource – water.”

    Ram Cobain, Chief Creative Officer, Mullen Lintas shared, “Cricket uses a lot of technology to save its players from getting out. But what’s bigger than a wicket saved? Water. We partnered with the RCB team to show how a simple nozzle can save up to 98% of the most precious liquid on Planet Earth. The Aqua Pro 98 water-saving nozzle is not only a game-changer; it is a true team player. It’s from Hindware but it works perfectly with most common taps as well.”

    The TVC campaign has been conceptualized by Mullen Lintas, one of India’s leading creative agencies, and will be aired on leading television channels and digital platforms across the country.

  • Saffola Gold launches a new ad film ‘Power of 3’

    Saffola Gold launches a new ad film ‘Power of 3’

    Mumbai: Saffola, a legacy brand synonymous with healthier living and heart health has launched a new ad film introducing the enriching “Power of 3” – the good balance of MUFA and PUFA, Antioxidants and Vitamins – present in scientifically formulated Saffola Gold Oil, making it a smart and convenient choice for people who want to make a positive change towards a healthier lifestyle.

    The TVC aims to promote the adoption of better practices and a healthier lifestyle by taking a “Roz Ka Healthy Step” to prevent the early onset of health issues that are typically experienced at the age of 60, arising now at the age of 40. It is widely known that diet is a major factor responsible for maintaining good health. Hence, it becomes critical to not just consume oil in moderation but also to choose the right oil to prepare daily meals for a healthier lifestyle.

    Conceptualized by Mullen Lintas, the TVC opens with a young 40-year-old man sharing the news of his promotion as the CEO with his family. Playfully, the father remarks on his son’s early achievement at 40, instead of the traditional 60. To this, the concerned sister points out that success can bring stress, potentially leading to health issues usually observed in individuals in their 60s, causing the elderly mother to worry.  However, the mood lightens when the wife reassures everyone that their daily meals are prepared using Saffola Gold, thus making their food healthier and contributing to their well-being.

    Watch the video here:

    The introduction of a joyful and light sonic identity created by BrandMusiq is a refreshing addition crafted to evoke feelings of care and reassurance through the Shanta Rasa and confidence through the Veera Rasa – values that the brand has stood for since its inception. The soothing melody created using various instruments and concluded with the sound of a healthy heartbeat conveys the brand’s commitment to care and nurturance towards its consumers’ health.

    Speaking about the campaign, Marico Ltd CMO Somasree Bose Awasthi said, “As a health-centric legacy brand, we’ve always prioritized consumer health. We are committed to educating them on the effectiveness of building lasting habits for healthier living including a balanced diet and an active lifestyle. The new ad reflects the brand promise and commitment towards the well-being of its consumers by encouraging them to take “Roz Ka Healthy Step” and the unique sonic identity brings with it a fresh promise of care and nurturance.”

    Echoing his thoughts, Mullen Lintas CCO Ram Cobain said, “In today’s fast-paced, high-pressure world, success often comes at a price, Our health. Young people are falling prey to conditions that were once seen as afflictions of old age. Our creative idea was to land this serious insight with a ‘lightness’ of touch, pretty much like how the oil is. Truth is, while there are many external stressors beyond our control, the one big step we can own (and take) to mitigate risk, is the small one of choosing the right cooking oil. And if good health is made mostly in the kitchen and not in the gym, then the tastiest way to get healthier is with Saffola Gold.”

    Speaking about his experience in developing the sonic identity of Saffola, Soundsmith BrandMusiq founder Rajeev Raja said, “It was fantastic to create a sonic identity for a brand as iconic as Saffola. The client ask was to ‘positivise’ heart health in sonic terms. Using our unique brand process, we created a MOGOSCAPE® that was optimistic and cheerful yet balanced with the right amount of caring and reassurance. And of course, a MOGO® (musical logo) which had a strong melodic hook and was signed off with the unmistakable sound of a healthy heartbeat!”

  • Saffola Gold launches a new ad film introducing the ‘Power of 3’

    Saffola Gold launches a new ad film introducing the ‘Power of 3’

    Mumbai: Saffola, a legacy brand synonymous with healthier living and heart health has launched a new ad film introducing the enriching “Power of 3” – the good balance of MUFA and PUFA, Antioxidants and Vitamins – present in scientifically formulated Saffola Gold Oil, making it a smart and convenient choice for people who want to make a positive change towards a healthier lifestyle.

    The TVC aims to promote the adoption of better practices and a healthier lifestyle by taking a “Roz Ka Healthy Step” to prevent the early onset of health issues that are typically experienced at the age of 60, arising now at the age of 40. It is widely known that diet is a major factor responsible for maintaining good health. Hence, it becomes critical to not just consume oil in moderation but also to choose the right oil to prepare daily meals for a healthier lifestyle.

    Conceptualised by Mullen Lintas, the TVC opens with a young 40-year-old man sharing the news of his promotion as the CEO with his family. Playfully, the father remarks on his son’s early achievement at 40, instead of the traditional 60. To this, the concerned sister points out that success can bring stress, potentially leading to health issues usually observed in individuals in their 60s, causing the elderly mother to worry.  However, the mood lightens when the wife reassures everyone that their daily meals are prepared using Saffola Gold, thus making their food healthier and contributing to their well-being.

    Embed Link: https://www.youtube.com/watch?v=H7zUNsjOVsI

    The introduction of a joyful and light sonic identity created by BrandMusiq is a refreshing addition crafted to evoke feelings of care and reassurance through the Shanta Rasa and confidence through the Veera Rasa – values that the brand has stood for since its inception. The soothing melody created using various instruments and concluded with the sound of a healthy heartbeat conveys the brand’s commitment to care and nurturance towards its consumers’ health.

    Speaking about the campaign, Marico Ltd chief marketing officer Somasree Bose Awasthi said, “As a health-centric legacy brand, we’ve always prioritized consumer health. We are committed to educating them on the effectiveness of building lasting habits for healthier living including a balanced diet and an active lifestyle. The new ad reflects the brand promise and commitment towards the well-being of its consumers by encouraging them to take “Roz Ka Healthy Step” and the unique sonic identity brings with it a fresh promise of care and nurturance.”

    Echoing his thoughts, Mullen Lintas CCO Ram Cobain said, “In today’s fast-paced, high-pressure world, success often comes at a price, Our health. Young people are falling prey to conditions that were once seen as afflictions of old age. Our creative idea was to land this serious insight with a ‘lightness’ of touch, pretty much like how the oil is. Truth is, while there are many external stressors beyond our control, the one big step we can own (and take) to mitigate risk, is the small one of choosing the right cooking oil. And if good health is made mostly in the kitchen and not in the gym, then the tastiest way to get healthier is with Saffola Gold.”

    Speaking about his experience in developing the sonic identity of Saffola, BrandMusiq founder & soundsmith Rajeev Raja said, “It was fantastic to create a sonic identity for a brand as iconic as Saffola. The client ask was to ‘positivise’ heart health in sonic terms. Using our unique brand process, we created a MOGOSCAPE that was optimistic and cheerful yet balanced with the right amount of caring and reassurance. And of course, a MOGO (musical logo) which had a strong melodic hook and was signed off with the unmistakable sound of a healthy heartbeat!”

    Powered by LOSORB technology, Saffola Gold is available in one-litre pouch, two-litre, three-litre and five-litre jars across all leading stores and e-commerce platforms.

  • Tata Tea Chakra Gold launches Tata Tea Chakra Gold Premium Leaf Tea

    Tata Tea Chakra Gold launches Tata Tea Chakra Gold Premium Leaf Tea

    Mumbai: Tata Tea Chakra Gold, one of Andhra Pradesh & Telangana leading tea brands, has announced the launch of its latest variant, Tata Tea Chakra Gold Premium Leaf tea. Made with the choice of premium Assam leaf teas along with added long leaves from the high-grown region the new variant gives you a refreshing blend of rich taste and delightful aroma.  Tata Tea Chakra Gold has always endeavoured to delight its consumers by catering to their evolving needs through innovations with the launch of variants like Tata Tea Chakra Gold Elaichi – a dust tea with refreshing flavour and aroma of real elaichi and Tata Tea Chakra Gold Care- a dust tea with the goodness of five natural ingredients.

    With this new leaf tea blend offering, the Tata Tea Chakra Gold brand has again introduced a premium new product that has been meticulously crafted to offer an exceptional tea-drinking experience with a rich aroma and taste that will truly delight the consumers. While continuing to deliver a strong taste in a leaf blend, the product’s refreshing flavour profile has been attributed to its added long leaves from the high-grown regions, which sets it apart from conventional tea blends.

    Tata Tea Chakra Gold Premium leaf tea is now available in stores across the states of Andhra Pradesh and Telangana and is available in various SKU sizes like Rs 10/- (MRP incl. of all taxes), 100g, 250g and 500g.

    Alongside this exciting introduction, Tata Tea Chakra Gold is also delighted to welcome Rashmika Mandanna as the brand ambassador, embodying the brand’s core values and essence. Mandanna’s tenacious persona finds its expression in Tata Tea Chakra Gold Premium Leaf tea’s launch communication narrative of Choice of Success conceptualised by Mullen Lintas, directed by V. K. Prakash that captures the importance of choices we make that lead to our success.

    The new Tata Tea Chakra Gold leaf film takes inspiration from the brand ambassador Rashmika 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.

    While there has been innovation on product perspective to woo the consumers on their tea experience, the brand has also innovated in its communication by making use of Deepfake technology and artificial neural networks to create the younger versions of Rashmika Mandanna, as it relives the journey of Rashmika across ages, making it one of the pioneer Tea brand to use such AI technology in advertisement.

    Tata Consumer Products president – Packaged Beverages, India & South Asia Puneet Das, highlighted the brand’s strategic move into this segment, stating, “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.”

    Speaking about her association with Tata Tea Chakra Gold, 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.”

    Mullen Lintas COO Ram Cobian (Jayaraman) added, ‘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.