Tata tea premium has launched a new ‘Odisha -specific’ communication campaign. Tata Global Beverages has been relaunched with a refreshed look earlier this year with an Odisha-specific package that celebrates the pride and culture of the state. This is now being followed by a campaign that highlights the theme of ‘Kadak Iraadon vale Odisha ke liye Kadak Assam Chai’.
The film which is conceptualized by Mullen Lintas visualizes how the people of Odisha don’t participate in unnecessary confrontation, but shows them taking charge when It counts. It is seen in the story of an Odisha police officer who is the protagonist of the film.
The film begins with a mother and her son who are trying to take their scooter out of their house but due to their neighbors’ car being parked outside of their gate are unable to do so. While the son is livid as this instance occurs frequently, the mother does not want to get into unnecessary arguments and tries to let it go unbothered. The key factor of the film arrives when she gets an important call and has to rush to the office. It is further seen that this woman is a police officer who has recently arrived at the police headquarters for a briefing to evacuate stranded people from a life-threatening cyclone. She shows her bravery, courage, grit, and strong resolve by heading the evacuation plans and getting people to safer areas.
Once she has achieved this incredible task, further we can see her in the kitchen boiling herself a cup of Tata Tea Premium. Her son then shows her a front-page article in a newspaper where she is featured for her brave uptakes.
Puneet Das, senior vice president, marketing & packaged beverages, India, Tata Consumer Products, said, that their tea expertise has been catering to local taste preferences and are known for gifting its customers the perfect bend of taste preferences in various geographies across India. Today being ‘Desh ki Chai,’ Tata Tea Premium celebrates the ‘kadak spirit’ of Odisha and is showcasing this pride of Odisha in its new packaging and presentation, which is made especially for this specific region, he further stated.