Tata Tea Chakra Gold launches Tata Tea Chakra Gold Premium Leaf Tea

Tata Tea Chakra Gold launches Tata Tea Chakra Gold Premium Leaf Tea

Welcomes Rashmika Mandanna as its brand ambassador.

Rashmika Mandanna

Mumbai: Tata Tea Chakra Gold, one of Andhra Pradesh & Telangana leading tea brands, has announced the launch of its latest variant, Tata Tea Chakra Gold Premium Leaf tea. Made with the choice of premium Assam leaf teas along with added long leaves from the high-grown region the new variant gives you a refreshing blend of rich taste and delightful aroma.  Tata Tea Chakra Gold has always endeavoured to delight its consumers by catering to their evolving needs through innovations with the launch of variants like Tata Tea Chakra Gold Elaichi – a dust tea with refreshing flavour and aroma of real elaichi and Tata Tea Chakra Gold Care- a dust tea with the goodness of five natural ingredients.

With this new leaf tea blend offering, the Tata Tea Chakra Gold brand has again introduced a premium new product that has been meticulously crafted to offer an exceptional tea-drinking experience with a rich aroma and taste that will truly delight the consumers. While continuing to deliver a strong taste in a leaf blend, the product’s refreshing flavour profile has been attributed to its added long leaves from the high-grown regions, which sets it apart from conventional tea blends.

Tata Tea Chakra Gold Premium leaf tea is now available in stores across the states of Andhra Pradesh and Telangana and is available in various SKU sizes like Rs 10/- (MRP incl. of all taxes), 100g, 250g and 500g.

Alongside this exciting introduction, Tata Tea Chakra Gold is also delighted to welcome Rashmika Mandanna as the brand ambassador, embodying the brand's core values and essence. Mandanna’s tenacious persona finds its expression in Tata Tea Chakra Gold Premium Leaf tea’s launch communication narrative of Choice of Success conceptualised by Mullen Lintas, directed by V. K. Prakash that captures the importance of choices we make that lead to our success.

The new Tata Tea Chakra Gold leaf film takes inspiration from the brand ambassador Rashmika Mandanna’s life to illustrate the importance of perseverance and making the right choices such as choosing to work hard and choosing a never-give-up attitude, to make dreams a reality and achieve success.

While there has been innovation on product perspective to woo the consumers on their tea experience, the brand has also innovated in its communication by making use of Deepfake technology and artificial neural networks to create the younger versions of Rashmika Mandanna, as it relives the journey of Rashmika across ages, making it one of the pioneer Tea brand to use such AI technology in advertisement.

Tata Consumer Products president – Packaged Beverages, India & South Asia Puneet Das, highlighted the brand's strategic move into this segment, stating, "Until now, Tata Tea Chakra Gold was known to be available as a dust tea with extremely fine sized tea granules/leaves delivering a strong taste.  With the launch of Tata Tea Chakra Gold Premium Leaf Tea, we have now also entered the premium leaf segment in the markets of Andhra Pradesh and Telangana under the Tata Tea Chakra Gold master brand. This premium ‘leaf tea’ segment, known for its larger tea granule size blend, presents a relevant and growing opportunity to cater to evolving consumer preferences, especially in markets in the South. Having Rashmika Mandanna as our brand ambassador is only befitting of the message that we want to reinforce through our TVC: viz Choice of success since she is a self-made person who hailed from an ordinary background but dreamt big and now has made her place as a well-known actress through her perseverance. Her persona is that of someone who puts efforts into making her dream a reality and therefore can serve as an inspiration for our consumers who also aspire to be successful in their personal and/or professional lives, making this association truly special."

Speaking about her association with Tata Tea Chakra Gold, Mandanna said, "I am delighted to be a part of the Tata Tea Chakra Gold family. The brand's values align with my personal journey, which reflects hard work, authenticity, and the pursuit of excellence. It is my choice of success. I believe in the power of every individual's journey and the strength it brings. Tata Tea Chakra Gold resonates with that belief, making this association truly special."

Mullen Lintas COO Ram Cobian (Jayaraman) added, ‘When a woman – especially from a small-town – makes it big, she paves the way for so many others. Her choices act as inspirational signposts for more women to travel down their own roads and map their own destinies. Rashmika’s journey is deeply human and personal; we’re thrilled that by using de-ageing deepfake technology, we were able to add authenticity and take viewers back in time to relive it.