Multiculturalism and Brand Ambassadors
- Sandhya
- Nov 28, 2021
- 2 min read
Updated: Jan 24, 2022
With so many brands competing for the mind space of young people in all platforms at all times in various ways, Tata consumer products used one of the most effective ways to do it successfully – Brand ambassadors for their Tea sub-brands.
Before we talk about this strategy, one should get a glimpse into India. India is a multicultural country which speaks 28 officially recognised languages (exclusive of various dialects) across 28 states (like a region in France) and 8 union territories (smaller regions). Each of the states have their own cuisine and their cultures and similar yet different.
Tata Tea had hence come up with many sub brands that catered to the taste buds of different states and economy segments. Apart from this they had to compete with the existing brands. That being said, the impact of cinema and sports on Indians have been since the 1st time the first film was introduced back in 1913 and 1959 respectively. A lot of possibilities were introduced by both cinema and sport, which strengthened the sense of community in people.
Tata consumer products’ brand identity in general revolved around vitality, social causes and family and has been a major supporter for women and their rights. The first ever brand ambassador was for Tata Tea Gold - Sania Mirza in 2006 – A professional Tennis player who had won 15 grand slam titles. Tata Tea Gold was launched in 2003 for the young, & lively who inspire change in a positive & effervescent manner. Tata Tea Gold is for the discerning tea drinkers who appreciate aroma as a signifier of a great tasting cup of tea just like Sania.
In 2016, Sharukh Khan a well-known actor, throughout the world was brought in as part of the Jaago Re Campaign which focuses on various themes like women's rights to vote, vaccination etc.
In 2018, they got in Deepika Padukone ,a well know actress from India as the brand ambassador for Tetley and its green tea brand. Deepika was the daughter of Prakash Padukone a former Badminton player and she was known for her films and her fitness. To cater to the southern regions they had brought in Mohan Lal who is a veteran actor from Kerala (South-west) for the popular brand Kanan Devan. “We pioneered the green tea wave in India and fully understand its reported health benefits. The new campaign is an effort to reiterate the credibility of those benefits,” quoted Sushant Dash, regional head – India and Middle East, Tata Global Beverages.
In conclusion, the brand had made sure that it had been and is choosing the right brand ambassadors who are in line with their values. Hence, they were able to convey the brand's message and capture local market share.
- An Article by Sandhya Suresh
References:
www.mapsofindia.com
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