Categories Name : South Awards For Special Marketing
Sub-Category : Occasion/ Festive Based or Seasonal Marketing - Food & Beverages
Entry Name (Campaign) : #PongalOPongal Challenge
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 the culture and resonates strongly in their everyday life, including celebrating their cherished festivals like Pongal. We integrated this notion of following the correct process into our Pongal engagement idea, with an aim to bolster brand equity and consideration. The Pongal campaign saw remarkable success, with a brand post reach of 7.6 million and over 8.3 million views on the brand video. The microsite attracted a substantial audience of 95,000+ users and 126,000 microsite opens, contributing to its reach of 225,000 individuals and 46,000+ shares. Brand engagement has been strong, with 19,800 interactions, while social conversations reached 1,969 mentions. Notably, our focus TG, women's participation on Instagram was significant at 77.4%. The campaign achieved a high Share of Voice (SOV) at 98.8% and maintained a positive sentiment of 99%. There was a notable increase in Instagram followers by 740+. The campaign also impacted the Brand with SAH increase of +.5% in TN, Led by +2% in Rural TN.