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Follow your heart with Tata Tea Gold’s new TV commercial, because Dil Ko Na Kahoge To Pachhtaoge

04 Jan, 2019

  • Tata Tea Gold
  • longer leaves
  • relaunch
  • gold pack

Tata Tea Gold, the iconic brand from Tata Tea’s diverse portfolio, welcomed the New Year with a new TV commercial highlighting the idea of ‘Dil Ko Na Kahoge To Pachtaoge’ (Say no to your heart and you will regret it). Tata Tea Gold is a unique blend of premium tea which is made by mixing CTC granules with gently-rolled 15% longer leaves. This unique balance of ‘rich taste’ and ‘irresistible aroma’ makes for a perfect cup of Tata Tea Gold.

The creative idea borrows from this tempting cup of Tata Tea Gold that you will regret saying no to! Adding on to the fervour of new beginnings and resolutions being made for a better year ahead, this new ad film tugs at heartstrings reiterating the powerful insight that “you often tend to regret, if you don’t listen to your heart”.

The TV commercial narrates the story of a young girl, who is offered a job in a different city. Her heart is set on it as it would mean a better career, but her father insists that she tries for the same company in their own city. While the daughter is in a predicament, the mother understands her dilemma and tries to cheer her up with a cup of Tata Tea Gold. The daughter initially refuses the tea but after getting a whiff of the ‘irresistible aroma’ of Tata Tea Gold, she longs for the tea her heart so wanted. What if it’s the same story with this job offer, her mother asks? What follows is the daughter’s decision to take up the job offer just as she did the irresistible cup of tea that regaled her senses and inspired her to follow her heart.  

Puneet Das, Marketing Head, Tata Global Beverages, says, “Both, desire and regret are emotions which dwell in the heart. It’s the heart that wants, and when we don’t listen to our heart’s desire, we regret it. Almost all of us will have stories to tell when it comes to ‘regret’ and ‘not following our heart’. We have leveraged this basic human insight to take a refreshed look at our ‘Na kahoge toh pachhtaoge’ platform of Tata Tea Gold, and evolved it to create an emotional narrative around following your heart with this film – ‘Dil Ko Na Kahoge To Pachhtaoge’. With a simple storyline the TV commercial addresses the perennial dilemma between the head and the heart that transcends the boundaries of age and time.”

Throwing some light on the heart-warming concept, Amer Jaleel - Group CCO and Chairman, MullenLowe Lintas Group, says, “While this film shows a young woman struggling to listen to her heart about a career choice, it’s a film that speaks to so many of us. Replace career choice with relationship choices, life choices, or any other choice that each of us has mad, only to regret it later, and we have a film that speaks to the masses – this is the beauty of this insight, and the film. The role of the mother is of particular importance. Like all mothers, the mother in the film also knows what her child wants, and knows that she will regret it if she doesn’t listen to her heart. Using a simple analogy of a cup of Tata Tea Gold, and its tempting aroma and taste, she guides her daughter to listen to her heart, and not have any regrets.”

Click here to watch the commercial.

About the brand:

Tata Tea Gold, the mass premium offering from Tata Tea’s diverse portfolio, was launched in 2003 as a superior variant on the ‘aroma’ platform. While the practice of mixing CTC (Crushed, Tear, Curl) granules with long leaves was prevalent amongst discerning tea consumers, there was no packaged player addressing this area. Tata Tea tapped into this rich insight and developed Tata Tea Gold. Its uniqueness lies in the superior balance it maintains between taste and aroma, which is produced by mixing CTC granules with gently-rolled 15% longer leaves. These differentiating benefits have helped Tata Tea acquire a larger share in the premium tea segment in India.

 

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