Not Just Another Cup Of Tea
Tata Global Beverages Limited
Brand Entertainment | Digital
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. Tata Tea Fusion introduced 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.
THE CHALLENGE
For both media and consumers, a new tea brand is often instantly old news. With countless launches each year, every brand stakes a claim to being the most differentiated or special. We had to find a way to bring the product story to life in a way that would stand out amidst the clutter and resonate with a younger audience.
THE EXECUTION
Leading up to the release, we rolled out teaser content designed to surprise and delight fans with news of a remake of the iconic Bollywood song “Ek Garam Chai Ki Piyali Ho.” The rollout included a trailer, music video, and behind-the-scenes content distributed across platforms.
THE OUTCOME
The video content was viewed 1.14 million+ times, with nearly 1 in 8 views resulting in active engagement—including 135,700+ likes, comments, tweets, shares, and Dubsmash remakes. The campaign reached over 3 million consumers, exceeding our KPI by 30%. The song was also streamed more than 258,000 times on India’s most popular music platforms.