In a country of more than 2,000 producers, Indians didn’t need another tea brand. And yet, we got a new generation of tea drinkers excited about the launch of Tata Tea Fusion by creating a fusion of our own.

For media and consumers alike, a new tea brand is instantly old news, with countless brands launched every year, each of these staking a claim as the most differentiated and special offering.

While Tata Tea Fusion was introducing a first-of-its kind design that allows consumers to make their own perfect blend of classic Assam tea and one of two variants, green tea or Kenyan tea, media would be hesitant to cover the launch beyond the business columns and consumers would see this as yet another option in a list of many.

We had to find a way to bring the product story to life in a way that would genuinely stand out amongst the competition and get media and consumers to view and share the news.

OBJECTIVES

  • Reach at least 2.3 million consumers (primarily 18-34; primarily urban; primarily women) online and get them excited to talk about the launch of Tata Tea Fusion
  • Go beyond the typical trades and get top national, regional and online media to share the story

EXECUTION AND TACTICS

Leading up to the release, we worked with Malik, Mittal and Mathew to create teaser content that would surprise and delight fans with news that a remake of Ek Garam Chai Ki Piyali Ho was on its way.

This started with a short video filmed with Anu Malik on the streets of Mumbai. In the video, Malik surprises strangers on the street by going up to them and singing lines from his famous song, without context or news of the remake.

This was released on his Twitter feed, with no mention of Tata Tea Fusion or the video to come, sparking speculation about what Malik had in store.

This was followed by behind-the-scenes photos and updates, seeded by Malik, Mittal and Mathew to their fans online.

Following initial speculation, contextual meme-style ads connected lines from the new song and images from the shoot, along with copy related to trending topics with Tata Tea’s Twitter feed, making the first connection for fans.

Finally we leaked our own remake to, influencers, DJ,s and media, via old school USBs and a QR-enabled t-shirt we called SCANu.

Just before the release of the official remake, we leaked our own remake to, influencers, DJ,s and media via unbranded USBs containing the video and unbranded “SCANu” T-Shirts featuring a trippy Malik with a QR code that linked to the official remake.

The official release was promoted online and across business, lifestyle, marketing and entertainment media through one-on-one interviews, media outreach, influencer outreach, social ads and targeted partnerships.

 


TITLE: Ek Garam Chai Ki Piyali Ho 2015: Remaking a Bollywood Classic
CATEGORY: Consumer Launch Campaign of the Year
CLIENT: Tata Global Beverages Limited
BUDGET: $127,874 USD

RESULTS

  • The Ek Garam Chai Ki Piyali Ho remake reached more than three million consumers (exceeding our KPI by 30%). More than 70% of consumers are between the ages of 18-34 and 64% are women.
  • The trailer, music video and behind-the-scenes videos were viewed more than 1.14 million times across platforms.
  • Nearly one in eight views of the video resulted in engagement, with more than 135,700 likes, comments, tweets, shares and dubsmash remakes.
  • One of India’s most popular music streaming sites, Saavn, streamed the song for users. who played the song more than 258,000 times.100 of the country’s top DJ’s played the song for club-goers, who created and shared their own videos of the crowd dancing to the song.