Meerut : TATA Tea Premium, the flagship brand from Tata Global Beverages portfolio, pays tribute to Uttar Pradesh with an all new packaging made specially for the state. The new packaging captures the essence of Uttar Pradesh and showcases the elements that truly reflect the pride of the state. With iconic places like the Varanasi Ghats and the Taj Mahal, and iconic aspects like the Kathak dance form, the pack highlights elements of pride that will resonate with the people of Uttar Pradesh.
The new communication, based on region specific insight, captures the Dumdaar spirit of the people of Uttar Pradesh, which complements the Dumdaar Chai of Tata Tea Premium.
The new packaging and communication was launched at an event held at the iconic Gomti Waterfront in Lucknow.
Speaking about the Dumdaar UP campaign, Puneet Das, Vice President – Marketing – India, Tata Global Beverages, said, “Tata Tea Premium’s expertise has always been catering to local taste preferences. And this is why we’ve always offered blends meeting consumer’s taste preferences in various geographies across India. This has made Tata Tea Premium one of the leading brands across India, and the Desh ki Chai in the truest sense of the term. Today, Tata Tea Premium has taken the bold step of going hyperlocal, by launching with a state specific marketing mix one of its key markets – Uttar Pradesh, to shift the needle from celebrating ‘India Pride’ to evoking ‘Regional Pride.’