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Tea board re-defines art of brand-building...

Take a guess – what’s common about the ad-campaigns “Piyo Aur Chai”, “green=black” and “More tea does more good”? Tough? Well, they’ve all been sponsored by the Tea Board of India! Now that wasn’t easy was’t? But why another set of ads to flood the market when we already had enough from the likes of HUL , Tata Tea et al?! Well, nothing strange, but the strategy behind such ad-campaigns run by the board clearly appear to be nothing but to wash-off the ‘only the old like tea’ image surrounding this drink.

To this end the board has been promoting hard teas from Assam, Darjeeling & Nilgiri. “But why use the origin factor at all?” is the question. Justifying the reason behind the same to 4Ps B&M, R. Dutta (Tea Board of India) opined, “The origin factor in Indian teas have a unique character of their own and this best works for an Indian brand recall!” Now didn’t that sound innovative and original?

Sure enough, the board has redefined the mantra of branding and this indeed is good news for the Indian tea brands (and of course, the market as a whole which has not growing vigorously of late), especially considering the increased competition from well-promoted foreign tea brands. Today, the Tea and the Coffee Boards of India have realised the need to create generic campaigns which would battle the fall in enthusiasm for these two drinks owing to the rise in health consciousness quotient amongst Indians. On the duty side too, the government has done its bit by withdrawing the additional excise duties and by assisting the two tea Research and Development Institutes.

Turly, with the Tea Board revolutionising the very concept of promoting beverages, (“Junk food, late nights, lack of exercise. You could do with a few drinks”); tea is back as a tonic that helps de-stress and tackle lifestyle-related complications; or atleast let’s hope so!

Edit bureau: Sunanda Roy

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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