Tata Tea Campaign Looks at the Regional Traits of Maharashtra and Mumbai

Tata Tea Premium has launched two new campaign films conceived by Mullen Lintas as part of the brand’s series of hyper-local campaigns that celebrate India’s rich cultural diversity while invoking regional pride.

“The new hyper local commercials are rooted in region-specific insights that reflect not just the true spirit of a region, but also the unique traits of its people,” the brand said in a release. The brand has previously released its campaigns in markets like Uttar Pradesh, Delhi, Punjab, Haryana, and Odisha. In continuation of its national restage campaign, Tata Tea Premium, Desh ki Chai, has made a revamped entry with separate advertisements for Maharashtra and Mumbai.

In one film, the brand pays homage to the Sarv Guni aspect (multi-faceted) of Marathi women. “Maharashtrian women are known to be the keepers of tradition and customs. However, this isn’t the only facet of her.”


The spot showcases a traditional homemaker who is family-oriented, taking care of her kids, elders, and her home. But is also unconventional, modern, and welcomes new thinking as she plays all these multiple roles to perfection.

“The Mumbai film goes on to celebrate the ‘Kadak’ (strong) spirit of Mumbai whose residents are perceived to be thorough professionals and at times detached or indifferent but are known to be equally kind and humane, showcasing a true ‘Mumbaikar Spirit’. Like most cities of India, Mumbai is associated with a certain stereotype, which is typically an outsider’s perspective,” said Tata Tea in a release.


The film unveils an ‘insider’s perspective’ by showcasing the real, raw truth behind this stereotype. It is perceived that Mumbai is remarkably different from other cities, with extremely fast-paced, no-nonsense, busy lives led by its citizens, but it also harbours within itself a passionate spirit of humanity that manifests in times of need.

The new films are backed by a complete pack change Maharashtra as well as Mumbai, showcasing iconic motifs that reflect pride for the state as well as the city.

“The two new TVC’s made specially for the markets of  Maharashtra & Mumbai are a step forward in our hyperlocal approach; Wherein we aim to celebrate regional pride with region specific packaging and a local communication lensed through a pertinent local insight showcasing the ‘insider’s perspective’, reflective of  the true spirit of the region,” said Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products.

“While the Maharashtra film celebrates Marathi women for being Sarvguni, the Mumbai film salutes Mumbaikars for their Kadak Insaniyat . Both films aim to deepen the emotive connect the brand enjoys in these markets, in line with our over-arching strategy of celebrating regional pride and driving thought leadership”

Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas, added: “Doing a separate campaign for Maharashtra and Mumbai was a challenge as Mumbai is the capital of Maharashtra. But then Mumbai has it’s own identity. It has many personalities, characters and many stereotypes.

“But we thought nothing can make for a better stereotype than the professional, cold, bordering insensitive stereotype of Mumbai. So we have a story that reflects the ‘Kadak Dil’ stereotype of Mumbai and celebrates the ‘Kadak Insaaniyat’ that Mumbai and Mumbaikars show time and again! While for Maharashtra, we thought celebrating the multifaceted aspect of the state would connect better with Maharashtrians. We wanted to celebrate the Marathi culture that values traditions and customs but also welcomes new thinking, is progressive and connected with the world., which makes it a Sarv Guna State. Just like Tata Tea Premium tea.”

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