Taj Tea Promo Offers Gold Tabla As Prize

Hindustan Lever Ltd (HLL) is on an overdrive to promote its tea brands. This time round, it is the turn of Taj Mahal tea, whose brand ambassador, tabla ustaad Zakir Hussain, is seen playing the violin because someone stole his tabla in a new ad campaign to be unleashed this week.

The new ad campaign, 'Tabla Talaash', is the extension of HLL's earlier ad featuring Zakir Husain.

The company is looking at increasing their marketshare from 3.5 per cent to 4.2 per cent following this new ad campaign.

Taj Mahal is offering prizes worth Rs 30 lakh, which include four bumper prizes of a pair of 22-carat gold tablas weighing a kg, ten first prizes of 22-carat gold jewellery worth Rs 20,000, ten thousand second prizes of silver coins and several thousand consolation prizes.

In the new ad campaign, the ustaad gives a gold tabla to whoever manages to bring a better tea than Taj Mahal. The new ad campaign is the extension of ustaad's ultimate challenge and is offering tablas in gold to those who participate.

"This is basically to ask people to reconsider their choice of tea. Our ad budget for this campaign is between Rs 3 to Rs 4 crore and our target is the housewife. While we advertised our earlier ad campaign on Internet on www.contests2win.com, this new ad is only for print, television and some outdoor ad campaigns," said Vineet Taneja, general marketing manager-beverages, Hindustan Lever Ltd.

This scheme is open to only those who buy 100 g, 250 g and 500g pack of Taj Mahal Tea.

"All one needs to do is to purchase a pack of tea and if the pack contains a coupon sporting a picture of a tabla, the consumer wins gold tabla, a picture of jewellery shall enable the consumer to win gold jewellery, while coupons sporting the picture of Taj Mahal and a cup of tea shall entail prizes of silver coins and redemption offer on the next purchase of Taj Mahal tea," said Taneja.