Tata Tea's new ad film shows ghanam aspect of Telugus

Hyderabad: As part of its latest campaign, Tata Tea Chakra Gold, the second largest tea brand in South India, has launched a new film continuing its series of hyperlocal campaigns that celebrates India's rich cultural diversity and invokes regional pride.

The campaign, which is conceived by Mullen Lintas, Bangalore, is rooted in region-specific insights that reflect not just the true spirit of Andhra Pradesh and Telangana, but also the unique traits of its people.

Taking forward Tata Tea's hyperlocal strategy, the region-specific film for the Telugu States celebrates the 'larger than life' outlook of people from these States who believe in maximising every aspect and moment of their life in a ghanam manner. The campaign idea draws from the insight that Telugus believe good things in life are best enjoyed when they are ghanam meaning fully loaded, and they want to live it the big way.

Puneet Das, president - Packaged Beverages (India and South Asia), Tata Consumer Products said, "Following our recent restage strategy on Chakra Gold, which saw a refreshed packaging highlighting Telugu pride elements, we are happy to launch the new AP and Telangana - specific film celebrating the ghanam way of life. The campaign brings alive the true spirit of the region and its people as part of our hyperlocal strategy aiming to engage consumers with local cultural insights."

The film is a collection of various instances showcasing the affinity of Telugus for ghanam in seemingly usual situations like welcoming their chief guest with a huge garland- several feet long, celebrating the return of a student with the same fervour that a VIP guest would receive, grand wedding celebrations by decorating not just the individual house but the entire locality, mega production sets – for local serials… and so on. Garima Khandelwal, CCO, Mullen Lintas says, "Every facet of Telugu States is celebrated with a larger than life attitude to make every moment fully-loaded with emotions, people and made with all the good things of life."