Integrated Marketing Communication

Deconstructing Commercials of Tea

brands

Team
Anushree Gupta |Chandani Singh| Shubhangi Thapliyal | Sugandha Das | Veenal Daswani
 Our Brands

OUR
BRANDS

Tata Tea
Taj Mahal Red Label Wagh Bakri
Premium
Taj Brand
Mahal • Ideology
The ingredients of the Taj Mahal Tea
Campaigns are Maestro Artists, famed
endorsers, mesmerizing locations, and eloquent
narratives, brewed and infused with aesthetic
visuals and soulful music.

• The brand has featured various artists such as

Rahul Sharma, Nirali Kartik, Niladri Kumar,
and more, who often composed and play music
for these campaigns.

• Taj Campaigns mentions that good music is

very similar to a good cup of tea, both make
you feel happy, rejuvenated, and elevated, this
precisely describes the soulful music that
accompanies the campaigns.
Taj Mahal Tea – Ustad Zakir Hussain-
1990

Message strategy:
• Cognitive (USP and Pre-emptive)
• Affective
Executional Framework:
• Demonstrative
Advertising Appeals :
• Emotional appeal
• Musical appeal
Taj Mahal Tea - Nirali Kartik -
2021

Message strategy:
• Affective
• Cognitive (Generic)
Executional Framework:
• Slice of life
Advertising Appeals :
• Emotional appeal
• Musical appeal
Taj Mahal Tea – Saif Ali Khan -
2013

Message strategy:
• Affective
• Cognitive (Pre-emptive)
Executional Framework:
• Demonstrative
• Slice of Life
Advertising Appeals :
• Humor
Wagh Bakri Brand
• Tea is aIdeology
daily ritual for us Indians, and Wagh Bakri
values the human connection that it fosters every
morning.

• For people in India, everything else is replaceable except

tea.

• The brand intends to leverage their 130-year history,

which consumers already know and love, through
emotional, meaningful, and insightful
television commercials.

• Their commercials are simple yet charming. All the ads

point at keeping up with the relationships. “Wagh” is
Gujarati for “Tiger” and “Bakri” is “Goat”.

• The brand logo symbolises harmony and shows how this

brand promotes co-existence and harmony. It believes
Wagh Bakri Tea- 2007

Message strategy:
• Affective
• Cognitive (Generic)
Executional Framework:
• Dramatization
• Slice of life
Advertising Appeals :
• Humor
• Emotional appeal
WaghBakri Tea- Pyaar Wali Chai- 2022

Message strategy:
• Affective
• Cognitive (Generic)
Executional Framework:
• Slice of life
Advertising Appeals:
• Emotional appeal
Red Brand
Label • RedIdeology
label advertisements touch upon a
plethora of social issues that come in
the way of making India more
inclusive.

• The brand believes that a tasty cup of

tea can help challenge stereotypes and
bring people closer.

• All the commercials attempt to

celebrate diversity and encourage
people to truly embrace it.
Brooke Bond – Red Label- Tea Turns Prejudice Into Acceptance -
2020
Message strategy:
• Affective
• Cognitive (Generic)
Executional Framework:
• Slice of life
Advertising Appeals :
• Rational appeal
• Emotional appeal
Brooke Bond – Red Label- Shree Ganesh Apnepan Ka- 2018

Message strategy:
• Affective
• Cognitive (Generic)
Executional Framework:
• Slice of life
Advertising Appeals :
• Rational appeal
• Emotional appeal
Tata Tea Brand
Premium •Ideology
One in three households in India wakes
up to a cup of TATA TEA.

• The brand uses its customer affinity to

drive social awakening through a wide
range of impactful advertisements.

• The tagline “Taste Kaamyaabi Ka” aptly

communicates Tata Tea Premium’s brand
essence – “energy to succeed”.

• Tata Tea Premium is seen as a key

enabler that activates one to take on
challenges, thus providing the
‘energy to succeed’.
Tata Tea –Choti Patti Badi Patti - 2018

Message strategy:
• Affective
• Cognitive (Generic)
Executional Framework:
• Informative
• Slice of Life
Advertising Appeals :
• Humor
Tata Tea –Jagao Apne Sapno Ko - 2019

Message strategy:
• Affective
• Cognitive (Generic)
Executional Framework:
• Slice of life
Advertising Appeals :
• Rational appeal
• Emotional appeal
EMPATHY MAP (Person
Specific)

Wants Needs Tea to

Convenience function

Feels
Drinks Tea
impatient at
everyday
not getting Tea
 They feel that Taste is People do compare Tea brands
the deciding factor before making the final
before making the purchase.
final purchase.

People think TATA Tea is People see TATA Tea as a

more reliable good performing brand.

People hear about tea

brands from their
friends.
People say that TATA Tea is
a good brand.

People do drink Tea to feel refreshed.

Video Ad
Our constructed commercial is for the brand
TATA Tea.
The theme on which we curated this commercial
is “REFRESHMENT.”

• The message strategy used is Affective and

Cognitive (Generic).
• The Executional Framework that it follows is
slice of life.

According to our research, the brand always

focuses on the “Social Issues” that are currently
prevailing in the society. The brand never portrays
itself as a refreshing tea brand.
So instead of taking any social issue, we have
shot a commercial ad which is very light and
refreshing for the consumers and also this ad
caters to all the age groups who are fond of tea.
Static Ad
• Narendra Modi is the son of a Chai Wala who used to sell tea on a Railway
Station in Gujrat.
• Later, he also launched the “chai pr charcha” campaign which had a reach to
a huge audience.
• Modi, being a very strong Personality and also having a strong connection
with tea (as we have seen so many visuals of Modi having tea with The
President of different countries.) which shows his liking towards tea.
• Along with that, TATA tea’s ideologies towards society and its issues are very
strong .
• We think that Narendra Modi, being a personality who has a reach to huge
audience would be a fit to be the face of TATA tea.
 References

• https://www.fesliyanstudios.com/royalty-free-music/downlo
ads-c/commercial-and-advertising-music/5
• https://www.youtube.com/watch?v=alnPr3xqW0U&t=227s
• https://www.youtube.com/watch?v=dYR3-FofNoc&list=PLnr41dPb2upGoawwSk6buLO
WoxR1l8I3v&index=4
• https://www.businessinsider.in/advertising/brands/news/tat
a-tea-agnis-campaign-celebrates-indian-women-atheltes-an
d-their-passion-and-determination/articleshow/89040131.c
ms#:~:text=We%20should%20always%20ignite%20our,ko%2
0apnaate%20hain%20josh%20se
’
• https://www.youtube.com/watch?v=7E19MUOqTRA
• https://youtu.be/6C_Vlo50lSs
• https://youtu.be/rQ33RLhVbsY
• https://youtu.be/YUhqb8FK0VQ