MUMBAI: In a bid to evoke regional pride, Tata Tea Gemini has unveiled its latest campaign that celebrates the strong women of Telangana, paying ode to their never-settle attitude.

Conceptualised by Mullen Lintas, the ad tries to showcase the life of a regular woman and her quest to have her own identity. In this film, a Telegu woman is shown sitting in the back of a car, remembering the various instances in her life, where many dissuaded her from following her own dreams of starting a business. However despite all the challenges faced, she achieves her dreams. The communication campaign celebrates the true pride of Telangana, brought to life by its portrayal of this uncompromising attitude of Telugu women who do not settle for anything but the best.

The new TV commercial is part of Tata Tea Gemini’s brand revamp in the market of Telangana where it commands market leadership in the branded tea category. The new visual identity brought out through the packaging is inspired from Kalamkari, the famous local art form. This locally relevant marketing mix is expected to deepen the brand’s connect to the state of Telangana by evoking local pride.

Tata Consumer Products Packaged Beverages marketing SVP Puneet Das said, “With the core idea of not compromising for an identity, that is also a part of the state ethos, we wanted to salute the grit and determination of the women in the region. We believe that Tata Tea Gemini is a quality product from Tata Tea and our new communication and packaging is our attempt to deepen our regional connect in this market.”

Mullen Lintas chief creative officer Garima Khandelwal said, “The insight of the campaign was that Telangana women have gold standards for everything. What they have achieved and strived for sets them apart because of the standards they set for themselves. They go against all odds to go after their dreams. And with this communication Tata Tea Gemini pays an ode to that spirit of never settling for anything but the best. Of never compromising on anything. It’s yet another take from the brand’s portfolio to evoke regional pride, this time it’s lensed for the women of the state.”