Categories Name : South Awards For Communication
Sub-Category : Best use of Digital Marketing/ Social Media - Tech
Entry Name (Campaign) : Deepavali Campaign: #EnUlamkanindhaDeepavaliVazthukkal
Tata Tea Chakra Gold ranks as the 2nd largest tea brand in South India and the 8th largest nationwide, based on market share. Over the past three decades, it has cultivated strong brand equity in the southern states of Tamil Nadu, Telangana, and Andhra Pradesh. The brand's mission is to celebrate regional pride. In Tamil Nadu, Tata Tea Chakra Gold embodies the ethos of 'doing things the right way' or 'Murai,' which carries significant importance for Tamilians. This principle is deeply embedded in their everyday way of life and resonates strongly during their festivals, one of the most important ones being Deepvali. The insight came from understanding that (1) Tamilians are not ones to make grand displays during festivals. But rather to quietly let people know that they are being remembered, through gestures such as sending wishes by painstakingly writing personal notes and signing on every greeting they send to their loved ones. (2) Unlike other parts of India, Deepavali in Tamil Nadu is not much of a social affair. Instead, it is a festival celebrated by close family members. Both these factors gave rise to the idea of an experiential microsite that gave users the opportunity to create unique personalised Deepavali wishes with an emphasis on close family relationships and memories. The campaign reached over 5.1 million individuals, amassing more than 43,000 video views. It attracted a user base exceeding 71,000 to the microsite and facilitated Hundreds of personalised greetings and shares.