Tata Tea Premium touches Delhiites’ hearts via its lifeline
By M4G Bureau - December 18, 2019
As part of the integrated hyperlocal campaign, the brand takes an interesting route to evoke Dilli's regional pride by Delhi metro wrapping
TATA TEA Premium, the flagship brand from the iconic TATA TEA’s diverse portfolio, made a grand stand to announce its rejuvenated avatar with Delhi Metro Wrap. In its new avatar, the packaging and communication of TATA TEA Premium are exclusively curated for Delhi to evoke a sense of regional pride amongst Delhiites.
As part of the integrated hyperlocal campaign, TATA Tea Premium took an interesting route to evoke Dilli's regional pride by wrapping the pride of Dilli, the Delhi metro, on the outside with visuals of the rich heritage of Delhi, and on the inside with stories of the rich hearted people of Delhi.
The restage is backed by a complete pack change and communication, made to celebrate the regional pride of Delhi, exclusively for Delhi-ites. With its rich flavor, ‘Delhi ke liye Rich Assam Chai’ comes in a pack with elements that truly bring out the pride of Delhi. The visual imagery of Red Fort, Qutub Minar and India Gate on the original green base, resonate well as the symbols of Delhi and stands out from the clutter in the market.
Speaking about the Dil se Rich Dilli campaign, Puneet Das, Vice President – Marketing - India, Tata Global Beverages, said, “Tata Tea Premium has been a popular brand in Delhi and has always connected with the Delhiites at an emotive level. Our expertise has been catering to local taste preferences and we’ve always offered distinct blends basis consumer’s taste preferences in various geographies across India. This has made Tata Tea Premium one of the leading brands across India, and in Delhi, across all these years. Today, while being ‘Desh ki Chai’ Tata Tea Premium celebrates Delhi and has showcased this pride of Delhi in its new packaging and communication, which is made specially for the region.”
As one of the most successfully operating metros in India, the Delhi metro serves as an element of pride for Delhi-ites. Alongside, the real stories of dil de rich Delhiites, placed inside the bogies, speak volumes about the loving and caring nature that the outsiders are unaware of.