Tata Tea: Tata Tea Jaago Re - From cause marketing to change marketing

Tata Tea, a tea brand, created a series of campaigns in rural India, using its case marketing asset JaagoRe to increase brand affinity and sales.

The Marketing Objective

52% of Tata Tea sales come from North & East India. In FY 2016-17, this cluster witnessed a slowdown as a result of aggressive competitive spends and heavy discounting by local players. To make matters worse, Tata Tea equity scores were stagnant and potentially under threat.

While the brand was still harnessing borrowed equity from the past, it was imperative to:

  1. Re-establish our thought leadership asset JaagoRe, in a path-breaking manner
  2. Using it to increase brand affinity by 200 basis points

The Target Audience

Tata Tea's core audience has been the home-maker. However, through JaagoRe, they spoke...

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