Adda (gossip) and Cha (tea) are synonymous with Kolkata's culture. In a bid to give a boost to the soulful adda-culture, Goodricke, a prominent tea manufacturer housing several variants like Assam and Darjeeling tea, has taken the outdoor route for the first time to promote its highest selling brand - Roasted."The core creative idea and the expression 'addai atkhana'was conceptualised by Genesis , the creative agency for Goodricke . Dentsu Posterscope merely executed the outdoor campaign."
'Adda' being the focal point, the campaign targets consumers at touchpoints where mass-gatherings happen. Since people can gather, mingle and gossip anywhere, identifying requisite OOH spots near those areas using multimedia options was the key task that Posterscope took up as part of the strategy.
Commenting on the campaign, Vikram Singh Gulia, senior general manager, Goodricke Group, says, "When it came to the positioning of Kolkata's No.1 Darjeeling Tea, we wanted Roasted to truly speak of the spirit in which it is bought, made and consumed in most households in this city. The two things that truly define the spirit of this city and its old world charm are tea and adda. Both being complementary, in etiquette, in habit and in practice. For years, it has been a custom in the City of Joy, to sit and discuss politics, cinema and life in general, over a cup of tea - in the mornings before everyone goes to work, in the evenings when everyone comes back from work and several times in between."
He adds, "These tea sessions are almost always accompanied by an adda. Therefore, what better message could we send out than 'Proti Chumuke Adda Jomuk' (let every sip be a conversation starter). Our current campaign idea, 'Addai Attkhana' also generates from the same idea of celebrating conversations. 'Ahlade Atkhana', the Bengali proverb, literally translates as the utter joy and satisfaction one gets from unrestricted pampering. Our Roasted campaign is about indulging oneself, in such an adda."
To support the next two phases of the strategic roadmap, Hyperspace, the retail solution division under the Posterscope umbrella, mapped all of the brand's retail counters under general trade. Here, a retail audit was conducted to know the exact visibility challenges and consecutive solutions were given in terms of visibility enhancements at those stores; also customised executions were carried out to increase the brand recall at loose-tea counters under general trade.
Goodricke strives to produce teas of top quality, which are acceptable to the world market. Assam and Darjeeling Tea from Goodricke are popular. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is head-quartered in London and operates in 110 countries worldwide, while Posterscope is part of the Dentsu Aegis Network.First Published : May 28, 2015