afaqs!

Tata Tea seeks media agency

By Ashwini Gangal , afaqs!, Mumbai | In Media Planning & Buying | July 19, 2012
The pitch is underway in Bengaluru.

Popular household beverage from the stable of Tata Global Beverages, Tata Tea is currently looking for a media agency.

Tata Tea

The pitch began around a fortnight ago. The process is underway in Bengaluru.

Madison Media Group handles the media duties for the account. The agency has been handling the account since 2005.

Lowe Lintas is the creative agency on the account. The agency's best known work for the brand is the award winning advertising and marketing initiative, 'Jaago Re', which addresses the issue of corruption. Besides TV, the 'Jaago Re' campaign mobilised on-ground and digital media channels with initiatives like Vrath Yatra (a 38-day bus tour) and Jaagore.com (website created by integrated media agency, Arc Worldwide, that encouraged the youth to vote), respectively.

In 2011, Tata Tea completed 25 years of existence in the country and celebrated the occasion by extending its old brand promise of 'Jaago Re' to 'Soch Badlo', through an ad campaign.

A couple of years ago, Tata Tea revamped its flagship brand Tata Tea Premium with an aim to make it more contemporary and relevant to a new segment of target consumers, the youth. As part of the revamp, the brand received a new logo and pack face. The changes were designed by Bengaluru-based branding and industrial design consultancy, Icarus Design.

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