Detoxing India, One Teabag At A Time

Tetley Tea, a part of Tata Global Beverages, has launched a new campaign entitled ‘Andar se Clean and Bahar se Active’ with Bollywood actress Deepika Padukone as the new face of the brand. Puneet Das, Marketing Head – India, Tata Global Beverages talks about the brand’s attempt at keeping the green tea and regular tea categories exciting

- Samarpita Banerjee

Q] Tell us a bit about the thought behind Tetley Tea’s latest campaign, ‘Andar se Clean and Bahar se Active’?

The campaign brings alive the idea that while a lot of us try to make healthy choices, we come across situations when we give in to indulgences or are forced to do so. It can be an office birthday party, or your grandmother offering you food. The idea was to say that while you can’t say no to those occasions, you can always detox and cleanse yourself with Tetley Green Tea. We wanted to build credibility by stressing on the fact that the product has five times more antioxidants than an apple.

Q] How does Deepika Padukone fit into your communication?

Deepika, while being very popular as well as fit, is also one of the most relatable actresses in the industry today. The idea was to put her in situations where she is not Deepika the actress but Deepika the person, to help build an instant connect with consumers.

Q] How big is the green tea market currently? What is Tetley Tea’s market share?

We are a tea-drinking nation and currently, regular tea has around 97% penetration. Green tea is a newer category which is about Rs 300 crore in size and Tetley is a significant player. We actually pioneered the category. There has been a lot of buzz around it in the last few years and it is growing. That said, currently the penetration is only around 1%. Thus, there is a significant opportunity for the category to grow further.

Q] Considering the fact that Indians are almost obsessed with regular and black tea, how difficult is it to market green tea as a product?