Bates David gets a cuppa full of Typhoo Tea

The creative duties for Typhoo Tea, a brand from the Apeejay Surrendra Group, have been won by Bates David Enterprise

The Kolkata based Apeejay Surrendra Group has roped in Bates David Enterprise to handle the creative duties for its soon to be launched tea brand. In 2005, the group acquired Typhoo, UK’s third largest tea brand and a more than 100 year old iconic British brand. The company claims this was India’s second largest global FMCG acquisition and the seventh biggest corporate takeover by an Indian company till date. The brand will be launched across India in December.

Bates David gets a cuppa full of Typhoo Tea

When contacted, Arup Ratan Pal, strategic business unit head, packaged tea, Typhoo, Apeejay Tea, says, “There were three agencies in the pitch. Besides Bates David Enterprise, two small agencies, Percom and Hive, were also present. To roll out the Typhoo brand, we shall take advantage of our Cha Bars for experiential marketing. Initially, less of mass media and more of experiential marketing will be used.”

Typhoo was launched in Birmingham by John Summer in 1903. It is a popular brand in Britain and it’s said that a cup of Typhoo is sipped every 90 seconds in that country. Typhoo’s portfolio of brands will include flavoured (value-added) tea, and traditional and decaffeinated teabags.

Alok Agrawal, branch head, Bates David Enterprise Delhi, says, “Typhoo is a great brand and quite popular in Britain. Our role is to help Apeejay launch the brand in India and provide it with the communication benefits.”

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Typhoo Arup Ratan Pal