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Tata Tea Premium's "Desh Ki Chai" — The Campaign That Refused to Speak to India as One
In the winter of 2019, inside Tata Global Beverages' marketing offices, a conversation was happening that most national brand managers would have considered counterintuitive, perhaps even dangerous. The question being asked was not how to make Tata Tea Premium speak to more Indians at the same time. The question being asked was whether it was time to stop speaking to all Indians the same way. The formula for national brands had forever been 'one size fits all.' Tata Tea Premi
8 hours ago10 min read
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