Tata Tea Premium


Tata Tea Premium, the flagship brand of Tata Global Beverages, is India’s No. 1 branded tea (Source: AC Nielsen, IMRB). It pioneered the packet tea revolution in 1985, bringing teas fresh from the garden directly to consumers in poly packs. As the portfolio began to increase, the Tata Tea brand was renamed Tata Tea Premium in 2003.Tata Tea Premium has shown itself to be a thought leader with its iconic Jaago Re campaigns since 2007, bringing in a wave of collective consciousness and social awakening.

It is a harmonious blend of badi patti (big tea leaves) and choti patti (small tea leaves) created by Tata Tea experts.The humble morning cup of tea was transformed into a medium of social awakening. Jaago Re has taken on deep and complex issues such as meritocracy in politics, corruption, importance of voting and following rules.

In 2015, the brand has been relaunched with a new brand identity and advertisement. The new campaign brings alive the product proposition of ‘badi patti ka swad, choti patti ka dum’ in the context of a warm moment in a modern Indian family. Over three decades of Tata Tea’s expertise have gone into crafting this unique blend which strikes the right balance of taste and strength.


How do Indians like their Tea?


Campaigns

Tata Tea Premium TVC 2015

The blending of the big leaves with the small leaves of Tata Tea Premium is much like the blending of small joys in life - where everything comes together perfectly!

About Tata Tea Premium - 2010

In 2010, Tata Tea Premium was re-launched with a new identity and positioning, and combined rational and emotional communication through the Badi patti, Choti patti television commercial.

About Tata Tea Premium - 2007

The blending of the big leaves with the small leaves of Tata Tea Premium is much like the blending of small joys in life - where everything comes together perfectly!

SOCIAL FEEDS