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 and large data. All of this was used to craft the communication strategy for the brand which was later created as an ad film by the advertising agency.
The team at Tata Tea had recognized that the spirit of Rajasthan goes beyond the palaces and Rajwadi lifestyle. The true virtue of the Rajasthani culture is in the relationships they maintain and the effort they put into nurturing them.
Our research was focused on unraveling these relationship codes. We explored the various relationships - such as the husband-wife relationship, the relationship a daughter-in law has with her in-laws, a married daughters relationship with her maiden family, the relationship one has with cousins and the extended family. We explored the connection of these relationships with tea and identified the semiotics that would be effective in the brand’s communication to this region.
The Consumer Insight
In Rajasthan, the deep-rooted respect for tradition and relationships transforms even everyday rituals like serving tea into an expression of honor, where the choice of tea becomes a symbol of preserving dignity and hospitality in the home
The Strategic Solve
Our strategy was to bring alive the wealth of these relationships with the right signs, symbols, and narrative to showcase the region’s culture. Using rich visuals, audio, video bytes collected from the field, we inspired the brand and creative teams with a number of stories, anecdotes and insights that built a powerful advertising campaign launching the brand in Rajasthan.