Regional Advertising

How a PAN-India brand became part of the cultural fabric in Odisha
Brand: Tata Tea Premium
Client: Tata Consumer Products Limited
Entrant: Mullen Lowe Lintas Group

The First List

Entry Title:	How a PAN-India brand became part of the cultural fabric in Odisha
Brand:	Tata Tea Premium
Client:	Tata Consumer Products Limited
Entrant Company:	Mullen Lowe Lintas Group
Description:	The pan-India Tata Tea Premium was losing shares to multiple regional brands in Odisha. To regain growth, itset out to become a regional star. Actors and sports stars achieve regional stardom by embodying a region's culture and evoking Region Pride. What better occasion than Odisha State Day to adopt this approach. Handloom is so integral to Odisha's that its ancient name ‘Utkala’ included 'kala/artistry'. Tata Tea Premium launched nine limited-edition packs inspired by native handloom crafts and through ‘Utkala ki Kala’ an integrated, regional campaign. This helped create 98% positive sentiment and helped the brand enter 1.49 lac new households.
English Translation:	The video asset is subtitled.
Company Credits:	Mullen Lowe Lintas Group
Company Credits:	Tata Consumer Products Limited
Company Credits:	Tree Design Private Limited
Individual Credits:	Puneet Das
Individual Credits:	Tanmay Prusty
Individual Credits:	Anshuman Lenka
Individual Credits:	Sravya Raja
Individual Credits:	Lopamudra Bhattacharya
Individual Credits:	Sushma Rao
Individual Credits:	Chetali Kudtarkar
Individual Credits:	Ameena Khan
Individual Credits:	Gargi Sarvankar
Individual Credits:	Arpan Bhattacharya
Individual Credits:	Sahul Patri
Individual Credits:	Chief Creative Officer (Tree Design): Arnab Chatterjee, Kapil Dhawan
Individual Credits:	Art Directors (Tree Design): Nikhil Kulkarni, Udayan Mondal, Barun Santra, Aurdhendu Banerji, Chandra Prakash
Individual Credits:	Weavers: Kshiradri Meher, Susanta Kumar Nayak, Dushmant Chand, Suresh Kumar Rout, Deepak Meher, Manoj Kumar Das, Ashok Meher, Kutartha Meher, Nabin Panika