Spikes Asia

Vande Mataram - A Journey Back To Roots

PHD INDIA, Mumbai / UNILEVER / 2016

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Overview

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Credits

Overview

Background

World over, only a handful brands have history like Brooke Bond Taj Mahal Tea. A hallmark of connoisseurship and excellence since 1966, Taj has carefully crafted a distinctive equity in a highly commoditized category.

Tabla maestro Ustad Zakir Hussain helped brand own the platform of Indian Classical music for over 3 decades lending a strong synergy of craftsmanship, sophistication and indulgence between Taj and Ustad’s mastery, which still resonates as “Wah Taj!” (Brand’s tagline)

With interest in classical music waning in late 1990s, Taj also moved away from its historical association; leading to stagnant sales for two decades.

In 2015, Taj successfully reconnected with consumers through classical music, giving it the courage to go back to its traditional roots and re-forge classical music integration.

In a world of unending content and media explosion, the challenge thus:

1. Regain Taj’s once distinctive positioning on sophistication through classical music among urban elite

2. Improve brand saliency scores

Execution

Search and discovery – 65 Mn prospective consumers of Taj Mahal are medium to heavy digital users. To tap the right consumer sentiment, content had to be pushed through Search and discovery medium – YouTube. Reaching 3% of this base with a compelling brand message ensured 16% value growth for a brand with sluggish growth for past two decades.

To further engage with viewers - YouTube roadblocks, banners promoting the video across all #fame channels and best practices in YouTube marketing techniques like - annotations and playlists were deployed.

Released on YouTube on the eve of Indian Independence and went viral through various social media channels. Topicality of the idea, use of best of breed talent, an in-depth patriotic peg through song selection ensured the video travelled organically and was picked up by celebrities, curators and influencers alike, across content curator platforms as well as personal Facebook and Twitter accounts.

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