Company: Adfactors PR, Mumbai, Maharashtra
Company Description: A multi-specialist, full-service firm, we serve over 450 retained clients across 40 cities in India. The clients include some of the largest corporations, conglomerates, financial institutions and governments, as well as a host of bright, young start-ups and unicorns.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Multicultural
 Nomination Title: Tea for Tamilians
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
https://drive.google.com/drive/folders/1HXdrW4ZwGWdvMUj6xl8oN62tqcMz4vHK?usp=sharing
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The commencement of the campaign was on 1st of September, 2021 and went on till 29th September, 2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 63 words used.
- In Tamil Nadu, the key challenge was to cut through the generic competition messaging and create emotional brand differentiation for rational Tamilian consumers who solicit perfection in every sphere of life.
- In Andhra Pradesh and Telangana, the challenge was to arrest laps age due to ‘softening mind measures’ in a highly competitive market with strong brands such as Taj Mahal and 3 Roses.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 139 words used.
- On-ground Activation of the New Pack: To refresh the Tata Tea Chakra Gold brand, on-ground activation of the new pack was convened in Andhra Pradesh and Tamil Nadu. In Andhra Pradesh, a huge 3D Projection Mapping Event was held on the Inox Building in Vizag which showcased the pride of Kondapalli Toys and featured the new state-specific Chakra Gold pack. In Tamil Nadu, a striking Sand Art installation unveiled the pack, celebrating the iconic state pride.
- Wide Print and PR Coverage: To further the campaign’s reach, there was widespread print and PR coverage in all three states.
- Influencer-led Social Media Amplification: The influencer-led social media amplification was initiated in Andhra Pradesh through live coverage. A social media post highlighting the 3D Projection Mapping event was also curated, helping the campaign achieve 2.2 million views on social media platform
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 184 words used.
Media Output
- In Tamil Nadu, over 35 media representatives attended the unveiling of the intricately designed sand installation in VGP Beach, Chennai. The event amassed 62 coverages, including exclusives from leading regional media houses like DT Next, Dinamalar, Dina Thanth, and DC.
- In Andhra Pradesh and Telangana, over 30 media representatives attended the 3D Projection Mapping Show in Visakhapatnam. The event garnered 60 coverages, including Telugu regionals such as Sakshi, Surya, Vaartha, Andhra Jyoti, Vaartha, Eenadu, and Andhra Prabha.
Business Outcome Tamil Nadu,
- The monthly average households purchasing Tata Tea Chakra Gold grew by 5 per cent year-on- year, increasing from 46 lakh households in October-November-December 2020 to 49 lakh households in October-November-December 2021.
- The household share of requirements grew from 52 per cent in July-August-September to 56 percent in October-November-December in 2021.
AndhraPradesh,
- The monthly average households purchasing Tata Tea Chakra Gold grew by 10 per cent year-on- year, increasing from 36 lakh households in October-November-December 2020 to 40 lakh households in October-November-December 2021.
Household penetration increased from 19.5 per cent in October-November-December 2020 to 21.2 per cent in October-November-December 2021.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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