TATA Tea Agni, one of the largest national brands in the TATA Tea varied portfolio, continues to be a significant player in the tea industry, with a presence in nearly 22 states throughout India.
Tata Tea Agni relaunches with reworked marketing and packaging to engage with its devoted customers in its most recent new avatar.
To connect with its target consumers, the ad is based on Tata Tea Agni’s spirit of ‘Josh Jagaye Har Roz.’The campaign brings to life actual stories of great resolve and enthusiasm and highlights the travels of Indians who, like ‘Josh,’ are striving for a better tomorrow.
The restage attempts to appeal to aspiring customers who are transforming their lifestyles.
The brand communicates to its consumers by depicting a promising day with the hues of the warm glow of the early light lighting the city as it rises from its slumber to a new day on the canvas of the packaging.
The brand encourages its customers to live a meaningful life with vigor and zest, echoing Josh Jagaye har Roz’s catchphrase.
The TVC features the Josh of three major players from the Indian women’s hockey team, including Arjuna award winner Vandana Katariya, Drag flicker, and key architect of India’s victory over Australia in the World Cup.
“TATA Tea Agni knows the value of waking one’s passion and determination and following one’s ambition every single day,” Puneet Das, President, Packaged Beverages, India & South Asia, Tata Consumer Products, says of the re-launch.
Its extra-strong flavor refreshes your mind while also reawakening the fire (or ‘josh’) within you to welcome and seize all possibilities that come your way. We have a strong presence in more than 22 Indian states as a brand.
With this relaunch, we remain optimistic about expanding in India’s inexpensive tea market.’Josh Jagaye Har Roz,’ our new message, will undoubtedly connect with the people of the country and bring to life the true spirit of strong resolve and enthusiasm.
“The aim was to connect with India’s heartland and dramatically relaunch the brand,” said Mullen Lintas, Azaz’s Chief Creative Officer.
Tata Agni has always prioritized value. We needed to fix that and get people to connect emotionally with the brand. We considered that inspiration is a value that India’s heartland has traditionally valued and that the word Agni represents the inner fire.
The clients came up with the idea of choosing the Indian Women’s Hockey Team, and we loved it. No one better symbolizes Josh’s brand positioning daily than the Indian Women’s Hockey Team.
We only needed to share Josh’s real-life inspirational story with the rest of the globe. And that is exactly what the campaign is accomplishing.
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