Tata Tea Gold tie-up in the FMCG category, leveraging online streaming & eCommerce

The brand collaborates with Amazon's prime video & Amazon.in to drive it's #DilkiSuno message

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Tata Tea Gold

The current pandemic has caused a lot of disruption across the industry. However, it has also accelerated online content consumption and grocery shopping through eCommerce by manifolds. Tata Tea Gold, a marque brand from Tata Consumer Products, announced one of the first-ever industry collaborations leveraging the online streaming and eCommerce platform through a pioneering partnership with Amazon (Prime Video and Amazon.in).

According to the company, Tata Tea Gold will be the exclusive beverage partner of much-awaited, Shakuntala Devi film, being released on 31 July on Prime Video. The film brings synergy and resonance with the brand’s narrative of Dil Ki Suno. The protagonist chose to listen to her heart, break traditional stereotypes, and eventually become a household name by pursuing her unique talent.

#DilKiSuno story of India’s human-computer Shakuntala Devi

In a bid to celebrate #DilKiSuno story of India’s human-computer Shakuntala Devi, Tata Tea Gold will kick-off the campaign with co-branded creatives on Amazon.in, before launching a 360° media campaign on TV, digital and social media across all key markets.

Tata Tea Gold
Photo – Tata Tea Gold

Speaking about this unique association, Puneet Das, vice president marketing, Beverages- India, TATA Consumer Products, said, “Tata Tea Gold has been bringing alive it’s ‘Dil ko naa kahoge to pacchtaoge’ positioning through pop culture stories of people who have listened to their hearts and pursued their own passion. The movie will bring alive Shakuntla Devi’s journey to the audience, and her story will not only help in propagating the proposition of ‘Dil ki Suno’ but will hopefully inspire several others to tap into their inner voice and pursue their own dreams. Hence, there is a great resonance and synergy between the brand and the movie.”

“What makes this association even more special is the relevance of the platforms in recent times. OTT or online streaming consumption has been steadily increasing. Hence, this partnership is truly unique in the sense that this will help in driving brand recall through Prime video movie partnership and complete the consumer journey for Tata Tea Gold, with the association on Amazon.in. This is a clear instance of how ‘digital disruption’ shapes up new customer experiences and how, as a brand, Tata Tea Gold is innovating to stay ahead in these changing times.”

Kishan Kumar M S, vice president, Wavemaker India, also added, “As an agency partner of Tata Tea Gold, we are always on the lookout for opportunities that can bring alive the brand story to grow the business. If that opportunity comes on the back of two of the latest trends — the surge in eCommerce and OTT — it makes it even more exciting!”

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