Tata Tea unveils ‘Chakra Gold Care’ with new campaign based on ‘Tamizh Way of Care’
The new product further strengthens our beverages health portfolio
Tata Tea Chakra Gold, the second largest tea brand in South India, announced the launch of Tata Tea Chakra Gold Care with a new Tamil Nadu-exclusive campaign. The new variant Tata Tea Chakra Gold Care is infused with the goodness of five natural ingredients - Adhimadhuram, Tulsi, Elaichi, Ginger and Brahmi that have been traditionally used in Tamil households for their health benefits.
As part of the launch, the brand has released a new campaign that showcases the Tamizh way of showing care. The essence of the Tamizh way of care lies in taking actions that help solve a problem or ease the lives of their loved ones. The new Chakra Gold Care campaign is based on this central insight, highlighting how Tamilians display this trait in common situations.
The film, conceptualized by Mullen Lintas, opens in a Tamil household where a husband, noticing his wife cooking, insists on helping her. When asked by his wife how he realized her unwell state, points out the absence of jasmine flowers in her hair that day, indicating her being unwell. More such illustrations follow, all showcasing the Tamizh way of showing care to their loved ones through such heartfelt actions. The film ends with another such situation where we see the protagonist making a cup of Chakra Gold Care for the everyday care of her husband.
Speaking about the campaign, Garima Khandelwal – Chief Creative Officer – Mullen Lintas, said, “The launch campaign of Chakra Gold Care takes the brand thought – Tea for Tamilians - of the mother brand Chakra Gold forward, this time to launch the care variant of the brand, Following TATA tea’s approach of basing the campaigns for each brand on region specific insights that evoke extreme relatability for the regions. Tamilians show care through their action rather than lofty words, picking on things often not even demanded but understood, the commercial shows these gentle moments between family members, and the campaign celebrates this unique way of Tamilian care.”
Talking about the launch, Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products said, “The pandemic has seen consumers showing a growing preference for trusted health and wellness products. With a focus on helping our consumers take daily care of themselves and their loved ones, we introduced a new variant of Chakra Gold for Tamil Nadu. As a brand known to be Tea for Tamilians, Tata Tea Chakra Gold’s campaigns have been about evoking regional pride and celebrating the Tamil way of life. Our new campaign for Chakra Gold Care is another step in that direction, diving deeper into the culture to celebrate its unique way of showing care. The Tamizh way of care is all about showing care through actions, just like making a daily cup of Chakra Gold Care for their everyday care.”
The new Tata Tea Chakra Gold Care is available on e-commerce platforms and in all major stores.
About Tata Tea Chakra Gold:
Tata Tea Chakra Gold is the second largest tea brand in South India and ninth largest across India, in terms of market share. Originally launched in 1985 as Chakra Premium Dust Tea, the product was renamed Chakra Gold in 1989. Over the last 30 years, it has built a strong equity in the markets of Tamil Nadu and Andhra Pradesh. Tata Tea Chakra Gold is one of the leading packaged dust tea brands in South India with a strong heritage of 36 years. It is predominantly sold in states of Tamil Nadu and Andhra Pradesh. Made from the choicest Assam teas, known for their strongest flavour, Chakra Gold is loved for its strong and lingering taste. With the restage of mother brand and launch of Tata Tea Chakra Gold variants - Care & Elaichi, Tata Consumer Products intends to strengthen its portfolio play and build equity in the fast growing premium tea segment in South India.
About Tata Consumer Products Limited
Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, salt, pulses, spices, ready-to-cook offerings, breakfast cereals, snacks and mini meals. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Water Plus and Tata Gluco Plus. Its foods portfolio includes brands such as Tata Salt, Tata Sampann and Tata Soulfull. In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has an annual turnover of ~Rs. 11,600 cr with operations in India and International markets. For more information, please visit www.tataconsumer.com