Tata Tea Premium has unveiled the latest phase of its hyperlocal marketing strategy with the release of three new state-specific commercials, each celebrating the unique cultural essence of Uttar Pradesh, Punjab, and Haryana. Crafted by Mullen Lintas, these films aim to resonate deeply with regional audiences by reflecting local values and traditions.
The Punjab commercial highlights the state’s renowned generosity, depicting children using their lunch boxes as community kitchens to serve construction workers. This gesture underscores Punjab’s tradition of ‘sewa’ and aligns with Tata Tea Premium’s promise of “Vadde Dil Wali Punjab Ke Liye Vaddi Daanein Wali Chai.”In Uttar Pradesh, the film features a local hero who uses his influence to clear a path for an ambulance stuck in traffic, showcasing the ‘Dumdar’ spirit of the state. This narrative challenges stereotypes by associating the product with “Dumdar UP ke liye, Dumdar Chai.”
Haryana’s commercial celebrates fearless women from various walks of life, including a cricketer, a mother, and a policewoman. This film embodies the state’s courageous ethos, mirroring Tata Tea Premium’s commitment to “Aise hi kadak Haryana ke liye Tata Tea Premium ne banaya hai kadak chai.”Puneet Das, President – Packaged Beverages (India and South Asia) at Tata Consumer Products, emphasized the campaign’s focus on regional pride and authenticity. “Our new films bring to life the cultural truths and tea preferences of each region, evoking a sense of local pride among consumers,” he said.Kishore Subramanian, President & CSO of Mullen Lintas, added that the campaign builds on previous successes by utilizing in-depth cultural research to accurately represent the spirit of Punjab, UP, and Haryana.
