Mumbai: Tea Packers Pvt Ltd-owned Tulsi Tea, one of Gujarat’s well-known tea manufacturers, has launched its ‘Safaltaa Ka Kadak Swaad’ hyper-local campaign to connect at a deeper level with its discerning customers in Saurashtra. This campaign has been conceptualised and executed by Tiger Advertising.

Bollywood actor Paresh Rawal, who is the face of the brand, shows how quality and honesty in approach and purpose have helped Tulsi Tea scale great heights in popularity. The campaign will be seen in print publications and strategic hoardings across Gujarat's Saurashtra.

“The brand wanted to connect on a deeper level with a very specific target market. We understood that. It made logical sense to cast somebody who would embody these various qualities, and hence we recommended Paresh Rawal, and not just another model," stated Tiger Advertising partner Mihir Shah. "In a market like Saurashtra which respects maturity in an individual, Rawal connects strongly at a grassroots level. This strategic move helped convey the message with clarity tempered with wisdom.”

Tiger Advertising has been working with Tulsi Teas for over two decades and their last campaign for the brand 'Naye Zamaanay Ki Nayi Soch’ was a successful one, said the statement.

“Success is achieved only by the mature. Through this campaign, we wanted to convey this simple truth, which associates perfectly with the strong taste and robust character of our teas,” said Tea Packers Pvt Ltd's GM and MD Gordhanbhai Kathrotiya.