Tata Tea Chakra Gold, the second largest tea brand in South India, has launched a new film continuing its series of hyperlocal campaigns that celebrates India’s rich cultural diversity and invokes regional pride. The campaign, which is conceived by Mullen Lintas Bengaluru, is rooted in region-specific insights that reflect not just the true spirit of Andhra Pradesh and Telangana but also the unique traits of its people.

Taking forward the company’s hyperlocal strategy, the region-specific film for AP and Telangana celebrates the ‘larger than life’ outlook of people from Telugu states, who believe in maximising every aspect and moment of their life in a ‘Ghanam’ manner.

The new campaign is based on this central insight and captures the brand’s proposition aptly. Talking about the launch, Puneet Das, president – packaged beverages-India and South Asia, Tata Consumer Products, said, “Following our recent restage strategy on Chakra Gold, which saw a refreshed packaging highlighting Telugu pride elements, we are happy to launch the new AP and Telangana – specific film celebrating the ‘Ghanam’ way of life. The campaign brings alive the true spirit of the region aiming to engage consumers with local cultural insights. Just as people from AP and Telangana prefer everything to be lived fully loaded in their quintessential magnum opus way, their choice of tea too reflects a fully loaded, strong and punchy taste that Chakra Gold promises.”

The film is a montage of various instances showcasing the affinity of Telugus for Ghanam in seemingly usual situations like welcoming their chief guest with a huge garland several feet long, celebrating the return of a son with the same fervour that a VIP guest would receive, grand wedding celebrations by decorating not just the individual house but the entire locality, mega production sets for local serials and so on.

The film concludes with one thought – If everything is Ghanam, why should the tea be simple? Thus echoing the strong link between the effect of the company and the preferences of Telugus.

Garima Khandelwal, CCO, Mullen Lintas, said, “We wanted our commercials to highlight the insight and we used a colloquial word which encapsulates the outlook via ‘Ghanam’. And then we went to town to bring out different life events and occasions that bring out the liveliness and the scale of the events and of course, everything was Ghanam. Just like how Chakra Gold’s strong taste that makes it a Ghanam tea.”