'We shifted the category codes to reflect the mood of young India'

Why it is my best campaign
This is one of those campaigns that defied all norms. The thought was huge, the execution was not in line with conventional tea communication— it took a bold client to bite it.

A lot of credit for the success of this Tata Tea campaign should go to the client — they believed in the thought and backed it. It also illustrates the fact that when one needs to create an impact, one needs to question conventional wisdom.

Brief to the agency
Consider three brands straddling three distinct price segments and consumer groups — Tata Tea Premium, Gold and Agni. The three brands account for more than 50 per cent of the branded business the client has. The challenge was the growing spends on the individual brands and hence pressures on profitability.

The brief was to look at consolidating the three individual brands under one single brand. The individual brands were to be treated as product brands — different product offerings at different price points with one unifying brand essence. The secondary brief was to also try and make the brands (and tea in general) more relevant to the youth who were getting carried away by the new symbols of coffee.

The big challenge was to have a creative idea that cuts across SEC and geography and appeals to all consumer groups; from someone in a SEC A+ household in south Delhi who drinks Tata Tea Gold to someone in a R3 household (Rural indian households are classified into SEC R1, R2, R3 and R4) in Pratapgarh who drinks Agni.

Options considered
We needed a disruptive insight that could help generate the big idea. Research revealed that across different groups there are two types of consumers — old chai wali, the passive, family-oriented and compliment-seeking women; and then there is a growing large number of I-Gen tea lovers, who are younger in their outlook, restless and confident to achieve their goals, to change things for better. We gunned for I-Gen mindset. Importantly the I-Gen was not affected by her past/background or SEC. She was confident of her ability and was willing to challenge the status quo.

The insight was “I don’t seek change, I am the change.” This category of consumers consider tea not just as a passive, restorative beverage but as an inspiring energiser.

Route chosen and why
We decided to shift the category codes; from being tea poured in the cup, lady stirring the tea, expression of great tasting tea, smiling satisfied happy expression… to codes that resonated with the mood of the young India. From nurturing, bonding, rejuvenating to jolting, provoking and awakening.

Our strategy was focused on capturing the role that tea played in the lives of the ‘young India’ — the I-Gen — and defining it in a sharp new way. The idea was to position Tata Tea for the generation that’s awakened, the generation that’s not willing to tolerate apathy from the state, not willing to accept the status quo, not willing to take excuses, not willing to surrender.

The whole campaign rested on one big idea: Tata Tea awakens you while others just wake you up! The tone and manner was provoking, spirited and young; the big idea came alive through the war cry, Har subah sirf utho mat jaago re! (Don’t just wake up every morning, awaken!). This was the only option. And I am glad it was as it was the best option we had.

Result
There was maximum share gain for Tata Tea across the portfolio. Ad registration and disposition were higher among both Tata Tea and non-Tata Tea users. There was also improvement on usage among non-Tata Tea users for all three Tata Tea brands across markets. In short, the campaign had a positive impact on usage, registration and disposition for all the three Tata Tea variants (Tata Tea Premium, Tata Tea Gold, Tata Tea Agni)

Will it work today
The campaign questioned conventional wisdom. It questioned establishment. It actually started what is happening today. It set to create an awakening movement ... the idea is relevant not the execution format and this idea will always work.

Tarun Chauhan
Managing Partner, JWT Mumbai