Tata Tea Premium has launched a fresh wave of state-specific commercials, continuing its successful hyperlocal strategy with a new campaign focused on Uttar Pradesh, Punjab, and Haryana. Developed by Mullen Lintas, these films are designed to resonate with regional audiences by celebrating unique local values and cultural truths.
The Punjab ad highlights the state’s generosity, showcasing children using their lunch boxes as community kitchens to aid construction workers, aligning with the brand’s message of “Vadde Dil Wali Punjab Ke Liye Vaddi Daanein Wali Chai.” In Uttar Pradesh, the film portrays a local strongman heroically clearing a path for an ambulance, reflecting the “Dumdar” spirit and challenging stereotypes with “Dumdar UP ke liye, Dumdar Chai.” Haryana’s commercial features inspiring stories of courageous women, from a cricketer to a policewoman, embodying the bold essence of “Aise hi kadak Haryana ke liye Tata Tea Premium ne banaya hai kadak chai.”
Puneet Das, President – Packaged Beverages (India and South Asia), emphasized the campaign’s focus on regional authenticity and pride. “Our films capture the cultural essence and tea preferences of each state, fostering regional pride among consumers,” he said.Kishore Subramanian, President & CSO of Mullen Lintas, highlighted the challenge of living up to the previous campaign’s success, utilizing in-depth cultural research to authentically represent each region.
