Tata Tea Premium Launches Hyperlocal Films Celebrating Regional Pride

Tata Tea Premium has launched three new films as part of its hyperlocal marketing strategy. Crafted by Mullen Lintas, these films bring the brand's proposition of "Desh ki chai, Apne pradesh ka swad" to life, highlighting societal truths unique to each region.

Puneet Das, President of Packaged Beverages (India and South Asia) at Tata Consumer Products, explained, “Tata Tea Premium adopted a hyperlocal approach nearly five years ago. While maintaining our national stature, we leverage our regional expertise by understanding the unique preferences of each state. Our new films reflect insights deeply rooted in the cultural truths and tea preferences of each region, evoking a sense of regional pride among our consumers.”

The films celebrate local spirit and regional stereotypes. For instance, the Punjab film showcases the large-heartedness of its people, while the Haryana film highlights their fearless 'Kadak' attitude. The Uttar Pradesh film flips the negative stereotype of being power-hungry, showcasing their strength in using power for good. These stories aim to evoke regional pride through digital, on-ground, and other media activations.

Kishore Subramanian, President & CSO of Mullen Lintas, added, “Building on Tata Tea Premium's hyperlocal campaign was challenging due to its previous success. We used MLLG’s proprietary cultural research to find the right insights, celebrating the true spirit of Punjab, UP, and Haryana, all while upholding the brand’s ethos of 'Desh Ki Chai, Apne Pradesh Ka Swaad.'"