Tata Tea Chakra Gold, in a Tamil centric campaign, has launched new product ‘ Chakra Gold Care’, infusing the age old knowledge of Herbs from Tamil Households.
Deriving the natural benefits of herbs such as Adhimadhuram, Tulsi, Elaichi, Ginger and Brahmi, Chakra Gold Care will be a competition disruptor in immunobooster beverage sector.
Under the new communication release, company has released a TVC inspired from Tamizh way of Care. With the same central insight the brand aims utter care for its patron by adding new beverages in its bucket.
The film, conceptualised by Mullen Lintas, opens in a Tamil household where a husband, noticing his wife cooking, insists on helping her.
Talking about the launch, Puneet Das, president, packaged beverages (India and South Asia), Tata Consumer Products, said, “The pandemic has seen consumers showing a growing preference for trusted health and wellness products. With a focus on helping our consumers take daily care of themselves and their loved ones, we introduced a new variant of Chakra Gold for Tamil Nadu.”
“As a brand known to be Tea for Tamilians, Tata Tea Chakra Gold’s campaigns have been about evoking regional pride and celebrating the Tamil way of life. Our new campaign for Chakra Gold Care is another step in that direction, diving deeper into the culture to celebrate its unique way of showing care. The Tamizh way of care is all about showing care through actions, just like making a daily cup of Chakra Gold Care for their everyday care,” he added.
Speaking about the campaign, Garima Khandelwal, chief creative officer, Mullen Lintas, said, “The launch campaign of Chakra Gold Care takes the brand thought – Tea for Tamilians – of the mother brand Chakra Gold forward, this time to launch the care variant of the brand, Following Tata tea’s approach of basing the campaigns for each brand on region specific insights that evoke extreme relatability for the regions.”
Product is shelved with all its aura across stores in Tamil Nadu.