Tata Tea Ad Analysis
Tata Tea “ Jaago Re” Ad Campaign Analysis
Tata Tea Overview
Formed in 1983 from the erstwhile Tata Finlay Company, a joint venture company formed in 1964, Tata Tea Limited is a group Company of TATA Group.
Positioning in the market
Tata Tea announced a new chapter in its evolution by unfolding an innovative positioning and presentation of its largest tea brand – Tata Tea. o
The brand shifted its positioning from a brand that wakes people up, to one that 'awakens' them – into being aware of the societal problems surrounding them. o
The four Tata Tea brands Tata Tea Premium, Tata Tea Gold, Tata Tea Agni, Tata Tea Life have now been consolidated and unified under one umbrella brand- o
Tata Tea; aiming to communicate to consumers in terms of Emotional-Moral Appeal. o
Jaago Re , the new campaign, has kick started across the country on leveraging a unique position that tea enjoys in our culture with attempting to migrate tea from being a physical and emotional revitalizer to becoming a catalyst for 'social awakening'. o
Spanning the length and breadth of India, Tata Tea appeals to a wide spectrum of consumers of all demographics. o
To internalize the tea experience and externalize social awakening , probably the first time any brand is taking on the mantle of social responsibility in such a manner.
Immediate Objective of the campaign
The campaign has aimed to clearly establish
‘ Thought Leadership’ for the brand to go along with its market leadership. o
Charting a course to be India's foremost tea based beverage company; they have directed their key mission towards achieving an image through ‘Self Empowerment’ and ‘Leadership’ o
As a category leader Tata Tea functions ‘Reinforcement’ in the minds of the customer that allows them to enjoy quintessence through Social Empowerment. o
Tata believes its youth oriented market and operational focus will emotively connect with issues...
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