Brands today are choosing to go hyperlocal and tap into the country’s diversity. The idea is to target consumers in a highly specific and geographically restricted area.
One such brand is Tata Tea Premium, which has leveraged the Independence Day fervour to build on its hyperlocal strategy. “We have been on a hyperlocal journey for the last four to five years. Ever since we have been on this journey, our brand has grown from strength to strength not just in terms of brand equity but also with respect to business performance,” shared Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products.
In a conversation with e4m, he also mentioned that the brand had even launched hyperlocal campaigns during the pandemic.
The insights for these campaigns majorly came from the fact that the brand produces distinct blends that cater to regional preferences. “On momentous occasions like Independence Day, we get the opportunity to also showcase the rich culture and heritage we have in India,” Das said.
This year, the brand wanted to showcase the rich handloom culture of India, with its latest campaign ‘Desh Ke Dhaage’. It pays homage to this diverse and unique artform through a limited-edition pack collection inspired by the handlooms of India.
“People are getting used to campaigns where we are celebrating the collective pride of India,” Das further said.
Delving deeper into the brand’s hyperlocal play, Das says that whenever someone speaks about ‘winning India’, most of them talk about it from a sales execution point of view, for instance, reaching the consumer or building a distribution channel. “Of course, we are doing that too, but what we are also doing is that we are building a marketing mix that resonates with the same,” he added.
As for the Desh Ka Garv campaign, Das shared that the media mix for it is digital-heavy. This is primarily because a chunk of the brand’s consumers are present on digital platforms, and that is where the brand also wants to be. Along with digital, print and outdoor will also play a role in the mix.
“Since we are on a hyperlocal journey and have localised initiatives, we need to use media which is also more localised. So for us, digital as a component is higher than the category average since that helps reach a specific audience,” said Das while explaining why digital ad spends are towards the higher end in the marketing mix for Tata Tea Premium.
However, he also mentioned that at an overall level, media on television still remains one of the biggest spends for the brand, with the proportion of digital slowly seeing a rise.
Also, as part of the same campaign, Tata Tea Premium has partnered with OKHAI platform where a specially curated collection made by weavers from across the country will be made available for purchase. This move in turn will let consumers become a part of the initiative first-hand.
