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Case
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Reference no. 520-0034-1
Subject category: Marketing
Published by: Amity Research Centers
Published in: 2020
Length: 9 pages
Data source: Published sources

Abstract

During the year 2019, Tata Tea had come up with an innovative advertisement campaign with respect to their regional branding strategies. The campaign was conceived and ideated by a reputed communications firm MullenLowe Lintas. The campaign was exclusive to Tamil Nadu (TN), a southern state of India, and captured the rich culture and heritage of TN. The regional branding campaign took into consideration the logic of 'processes' and the emotion of 'regional pride' which related to every Tamilian based in the state. Most importantly, the regional branding of Tata Tea covered the state's rich literary legacy, vibrant life styles, film based state economy, to mention a very few. The branding campaign covered life's quest for perfection, in order to celebrate the 'way of life' in a patriarchal society. Whether the regional branding campaign would create a complete customer engagement for Tata Tea, remained a question to be pondered.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Asia
Country:
India

Featured company

Tata Tea
Employees:
5001-10000
Type:
Public company
Industry:
Beverages

About

Abstract

During the year 2019, Tata Tea had come up with an innovative advertisement campaign with respect to their regional branding strategies. The campaign was conceived and ideated by a reputed communications firm MullenLowe Lintas. The campaign was exclusive to Tamil Nadu (TN), a southern state of India, and captured the rich culture and heritage of TN. The regional branding campaign took into consideration the logic of 'processes' and the emotion of 'regional pride' which related to every Tamilian based in the state. Most importantly, the regional branding of Tata Tea covered the state's rich literary legacy, vibrant life styles, film based state economy, to mention a very few. The branding campaign covered life's quest for perfection, in order to celebrate the 'way of life' in a patriarchal society. Whether the regional branding campaign would create a complete customer engagement for Tata Tea, remained a question to be pondered.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Asia
Country:
India

Featured company

Tata Tea
Employees:
5001-10000
Type:
Public company
Industry:
Beverages

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