TETLEY INDIA REDEFINES THE GREEN TEA CATEGORY WITH THE LAUNCH OF ‘GREEN TEA IMMUNE’
New communication urges people to focus on feeling fit
Bangalore, August 19th, 2021: From the house of Tata Consumer Products, Tetley, one of the world’s most loved tea globally, disrupts the green tea category in India with a unique innovation- Tetley Immune with the goodness of antioxidant-rich green tea, now comes with added vitamin C. Vitamin C is known to help support Immune system.
Tetley Green Tea Immune is available in four exciting variants, (Classic, Lemon & Honey, Ginger Mint & Lemon, and Mango variant), to ensure rejuvenation in every sip. It is available across channels online and offline.
As part of the new communication, the brand has launched a new TVC encapsulating #LagoBaaharSeFitAurAndarSeBhi
The new communication, conceptualized by Lowe Lintas, uses a visual device of a ‘Bubble’ to bring out the element of doubt that people are feeling regarding their fitness. It shows the protagonist going for her morning run and encountering various people who are going through their morning activities. However, the twist in the TVC is that they are all in a ‘bubble’, which represents the ‘sense of doubt’ about the aspect of not doing enough to feel fit. The protagonist then gives a strong message that to step out of the ‘bubble of doubt’ and that conventional fitness regime may need to be combined with a focus on feeling fit from inside too. Leaving people with a thought-provoking question- While we do everything possible to look fit – do we feel fit from the inside?
The new TVC reminds us that fitness is not just about feeling fit on the outside, but feeling fit from inside too, thereby bringing the relevance of Tetley Immune Green which offers the goodness of green tea with the immunity power of added Vitamin C.
Talking about the launch, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said, “Tetley is amongst the first player in India’s green tea segment. With the understanding that ‘immunity’ has gathered strong relevance in the current pandemic, our sharp focus is to cater to emerging new trends in the wellness segment. As we embrace the new normal, people have doubts if they are really ‘fit from the inside. It is time to start the journey towards a new level of internal fitness with the inclusion of Tetley Green Tea Immune in one’s daily regime. With this innovation, we are revolutionizing the green tea category with a mission to empower consumers with fit lifestyles choices.”
Puneet Kapoor, Regional Creative Officer, Lowe Lintas Bengaluru, said “The genesis of the idea came from the insight that in the pandemic times many of us are living with a doubting mindset, as if there were a mythical bubble of doubt engulfing us, questioning how strong our immunity is.
This doubting mindset pervades into all the activities we do for staying fit from outside which takes primary precedence over the immunity from within, which we could be oblivious to, but which is equally important”
Link to the film: https://www.youtube.com/watch?v=ul-Q3BLcaZA
Tetley, the 2nd largest tea brand globally, is a British icon with a heritage of more than 180 years. Born in 1837, the brand was founded by the Yorkshire-based Tetley brothers and joined the Tata Consumer Products family in 2000. Over the following decades, Tetley has gone from strength to strength. The brand has grown its presence in over 40 countries, including key markets such as the UK, Canada, and the US, with millions of people enjoying the great taste of Tetley every day. Innovations, inventions, and ideas form the core of Tetley. Since the turn of the 19th century, the brand continues to develop the consumer’s love of tea. Continually striving to introduce new, exciting and innovative flavors – from new herbal and specialty blends to the innovative Cold Infusions that suit a variety of palates.
Tetley also strives to constantly improve their sustainability, ensuring all Tetley blends across Europe, the Middle East, Africa, Canada, US, and Australia are 100% Rainforest Alliance certified and working closely with specialist organizations, such as the Ethical Tea Partnership to help create a sustainable global tea industry.
About Tata Consumer Products Limited
Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, salt, pulses, spices, ready-to-cook offerings, breakfast cereals, snacks, and mini-meals. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Water Plus, and Tata Gluco Plus. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, and Tata Soulful. In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has an annual turnover of ~Rs. 11,600 cr with operations in India and International markets. For more information, please visit www.tataconsumer.com