Tata Tea bats to keep its spot

Looks to separate itself from the crowd and reclaim its positioning as a socially responsible label

Tata Tea was among the early brands to ride the cause-marketing trend that has the advertising industry in its grip today. Almost a decade ago, with its Jaago Re campaign taking on politicians, corrupt officials and an apathetic public, the brand had hit the sweet spot with many consumers, particularly the young. But over the past couple of years a host of brands have jumped on to the same platform, thereby diluting Tata Tea’s distinct positioning. Now with its ongoing campaign, Tata Global Beverages (TGB) is looking at ways to leverage its past and redefine its status more sharply.

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