Tata Beverages getting India healthier with Ambassador Kareena Kapoor

According to DNAindia, Tata Beverages has added a new selection of green tea to their variety with the infamous Bollywood actress, Kareena Kapoor. The leading beverage company released six different kinds of green tea to India targeting citizens to help them grasp the concept of a healthy living style! According to DNA India:

           The campaign has a catchy tag, “Inside waala snaan’ which explains the positives of making green tea an innate part of daily lives of Indians by cleansing toxic waste from the body.

Tata Beverages, Maker of Tetley Tea among other famous brands has begun a “get healthy” spree throughout all of India. The company has re-introduced six flavors of green tea to sell to the people of India to show them how a healthy lifestyle is completed.

Actress Kareena Kapoor has agreed to be the Ambassador of this campaign; as she follows a strict healthy lifestyle and is always on the lookout for new things to try out to keep her amazing figure. Tata believed since she is quite popular with most everyone, it would boost their sales dramatically.

Indians are mainly black tea drinkers; and Green Tea is an acquired habit for becoming more ‘fit’. Since green tea is mostly consumed for the healthy lifestyle and weight loss journey, Vikas Grover, VP of Marketing, believes along with this new release of drinks will come more consciousness from citizens about what they are consuming and how active they are becoming.

So, along with the newly released six different flavors, I think this commercial can be very effective for attracting consumers to purchase the product, and overall fully increase their health to a new level. Tata Beverages used a quite a bit of different marketing strategies in this campaign, such as:

  • Bandwagon: Convincing consumers they will all become fit like their friends if they drink this tea.
  • Endorsements:  They used a top Bollywood Celebrity for heightening sales.

These are just a few, among others that are well used in the ads. What do you think? Will this commercial be successful in the new launch of the products? Would you purchase this brand of tea? How effective were the strategies included in the commercial?



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