Digital Engagement campaign for Tata Tea Kanan Devan

Tata Tea Kanan Devan is the No. 1 tea brand in Karnataka and No. 2 tea brand in Kerala in the dust tea segment. The distinctly refreshing taste and flavour of the tea is attributed to its origin in the beautiful Kanan Devan Hills — one of the highest hills in Kerala. Kanan Devan was popular as a loose tea mark for more than 7 decades, and was then launched in 1984 as a packaged tea brand in Kerala.

Challenge

Developing a digital engagement model to increase sales, improve brand awareness and push consumers to do repeat purchase through code-on-pack (unique code redemption). This campaign to be executed in Kerala for 3 months in languages Hindi, English and Malayalam on the channels SMS and WhatsApp for Business

Objectives

The objective of their campaign was to:

  • Grow Sales and ROI
  • Increase transactions
  • Build sustainable engagement platform
  • Drive growth for portfolio

Solution

A multi-channel engagement campaign was planned and executed with the channels as follows:

Mobile Marketing

  • SMS
  • WhatsApp
  • Chatbot

Social Media Marketing

  • Facebook
  • Twitter

Conventional Marketing

  • TVC
  • Print

BTL

  • On ground activities

Result

0

code on pack

0%

redemption

0

overall reach

0

reach on WhatsApp