Building a Culturally Nuanced
Communication Strategy for Tata Tea
Building a Culturally Nuanced Communication Strategy for Tata Tea
After acquiring a local and popular tea brand, Lal Ghoda-Kala Ghoda, in Rajasthan, Tata Tea wanted to establish itself in the region by creating culturally relevant and resonant advertising. We visited the region and spent several days in people’s homes. Understanding the local culture, traditions, and practices through observation was key. We came back with a treasure trove of insights and small data. All of this was used to craft the communication strategy for the brand.
Consumer Insights
Rajasthan, an arid, tough region, with very limited resources, has built its culture based on one wealth – the strength of relationships. But to maintain the sheer volume of these relationships, there is a protocol that the Rajasthani abides by with pride. For the consumers being a Rajasthani is knowing that by doing right by the relationships in your life, you are, at a higher level, protecting the clan and community of Rajasthan.