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.