SHOWCASING PRIDE OF DIL SE RICH DILLI, ON THE GO
In a brand new avatar, Tata Tea Premium’s latest campaign celebrates the regional pride of Delhi and talks about what makes the city truly rich
There’s nothing a hot cup of tea can’t fix. And those who are tea positive won’t deny that, in winters, it’s a great companion to have. Tata Tea Premium, the flagship brand from Tata Tea’s diverse portfolio, recently made a grand stand to announce its rejuvenated avatar, and showcased the pride of Dil se Rich Dilli on Delhi Metro.
Those present at the event were Puneet Das, vicepresident, marketing - India, Tata Global Beverages; Vaibhav Rathi, general manager, marketing of TGBL, among others. Comedian Amit Tandon also entertained the crowd with his performance.
The communication and packaging of Tata Tea Premium’s new avatar are curated exclusively for Delhi, to evoke a sense of regional pride among Delhiites.
With its rich flavours, Delhi ke liye Rich Assam Chai is packed with elements that bring out the pride of Delhi. The visual imagery of Red Fort, Qutub Minar and India Gate, on the original green base, resonate as the symbols of Delhi, and stand out from the clutter in the market.
The brand believes that the richness of Delhi lies in the large heartedness of its people. Usually known for their flamboyant nature, the people of Delhi are associated with everything that is overthe-top and ‘rich’. However, the true richness of Delhiites is in their ‘dil se rich’ nature that is manifested in everything they do.
Speaking about the campaign, Puneet Das said, “The objective of the Tata Tea Premium campaign is to evoke the regional pride of Delhi. Hence, Tata Tea Premium, Desh ki Chai, unveiled the pride of Dil se Rich Dilli on the Delhi Metro. The Delhi Metro is one of the biggest symbols of the pride of Delhities, and Tata Tea Premium showcased the iconic visuals of Delhi — be it monuments or festivals or foods that make Delhi truly ‘rich’ — on every wagon of the Delhi Metro. On the inside of the Metro, there are heart-warming #DilseRichDilli stories of people who showcase the true richness of Delhi with their kind heartedness.”
As part of the integrated hyperlocal campaign, Tata Tea Premium took a very interesting route to evoke Delhi’s regional pride by wrapping the pride of Delhi — the Delhi Metro — with visuals of the rich heritage of Delhi on the outside, and with stories of the big-hearted people of Delhi on the inside.
Delhi is where my heart lies. As they say Dilli dilwalon ki, I find a lot of heart, soul and love here, which, for me, are the most essential ingredients to create music.
SHIBANI KASHYAP
SINGER
The objective of the Tata Tea Premium campaign is to evoke the regional pride of Delhi. Hence, Tata Tea Premium, Desh ki Chai, unveiled the pride of Dil se Rich Dilli on the Delhi Metro.
PUNEET DAS
VICE-PRESIDENT, MARKETING - INDIA, TATA GLOBAL BEVERAGES