Delighting consumers with a magical cup of tea

Delighting consumers with a magical cup of tea

Three Roses Maha Pushkaram

India is the land of festivals and most festivals are social in nature. People move away from their daily chores and immerse themselves completely in the spirit of the festival and the immersion is a collective one. Thus, festivals lend themselves beautifully to brand activations that are rooted in the cultural ethos of the consumers and of course while remaining relevant to the brand.

Brooke Bond 3 Roses, one of HUL’s leading tea brands, conducted a successful activation in the Godavari Maha Pushkaram festival (also known as Maha Khumb of the South) which was held from 10th- 25th July 2015. What is special about this festival gathering is that it is held only once in 144 years and hence its magnitude and importance cannot be over-emphasised. From all across South India, by all modes of transport and from all walks of life, when the Godavari calls, millions come to participate in this once in a lifetime opportunity. It is estimated that over 3.5 crore devotees came to take a dip in the river Godavari, with Rajamundhry being the focal point.

Between the various rituals and ceremonies, the commotion of millions of people, the one thing that keeps devotees going after a dip in the cold river water is Tea. Tea is an integral part of the South Indian culture with an average person consuming about two to three cups daily. The frequency increases during Maha Pushkaram. 3 Roses is South India’s largest tea brand and in keeping with its leadership position, it decided to engage with the consumers with its magical cup of strength.

The marketing objective was to have consumers to sample the new blend and bring alive the new communication of “New 3 Roses is now stronger”. The brand was activated across the town of Rajamundhry with outdoor visibility starting from the train station (the main entry point to the city), along all the routes to the ghats and the ghats themselves. Secondary entry points into the city (airports, bus stations) were also covered.

Extensive sampling was undertaken through the top 250 HTS (Hot tea shops) outlets which were branded with 3 Roses signature branding. To bring magic to the consumer experience, 3000 specially made tea glasses were distributed to these tea shops. These glasses displayed the brand message of 3 Roses – only when piping hot tea was poured in them. This proved to be a great hit with the devotees who had never seen anything like this before and created immense buzz for the brand.

HUL is one of the largest tea companies in India today with iconic brands like Brooke Bond and Lipton. Since 1869, Brooke Bond has been bringing alive the perfect tasting tea experience with the best chosen leaves from Assam. In many ways, HUL has been the pioneer in developing the tea habit in India and our strong brands are testimony to the love that our consumers have reposed in them.

It is believed that following certain rituals and taking a dip in the river Godavari is akin to a spiritual cleansing and all past sins get washed away. 3 Roses was delighting and refreshing the devotees at the same time.

The campaign efforts resulted in sales of over 15 tons of 3 Roses tea in just 12 days of the festival. That’s almost 75 million sips of strength.

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