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 - Public Service
 Nomination Title: Tata Tea Premium's to highlight the plight of India’s handicrafts and artisan community during the pandemic
- 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:
15 August 2020 - on the ocassion of India's Independence Day
- 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:
A video of up to five (5) minutes
- 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/file/d/1vP-pEL5TnO5xWFTXkHH5mtHH2EpOOCfQ/view
- 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 201 words used.
- Tata Tea Premium’s Desh Ka Kulhad campaign aimed to highlight the plight of India’s handicrafts and artisan community during the pandemic. The brand directed sales proceeds to financially support the handicraft industry and reinvigorate regional pride in consumers.
- A key challenge was to conduct the campaign in a way that it manifests as an initiative to promote welfare and solidarity of the nation, rather than a publicity stunt.
- Through brand’s research, a consequential lack of awareness was observed around the state of Indian artisans and their artforms. A challenge was posed to release the initiative in a way that transcends the Kulhad sales and navigates appropriate recognition for the community.
- Since Tata Tea Premium holds a national stature as Desh Ki Chai, it was a challenge to cater to hyperlocal preferences while still being brand agnostic to reinforce the brand’s national competence in the eyes of all consumers.
- Releasing the campaign on Independence Day posed the challenge of being distinct and standing out from the multitude of other initiatives launched on the same day.
- PR faced two-fold challenges during the pandemic: addressing customer needs where business margins were constricted and maintaining virtual company operations for a national campaign on regional levels.
- 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 225 words used.
- Emphasize regional significance: Tata Tea Premium integrated social change and creativity by offering 26 state-specific Kulhad collections by handicraft artisans to generate regional pride and awareness. The initiative reflected the brand’s hyperlocal credentials.
- Collaborate with a renowned artist: To reach out to the brand’s audience digitally, TTP approached renowned singer Rituraj Mohanty to create a music-based film. The video anthem highlighted the diversity of Indian culture from the artisans’ point of view.
- Reaching larger audiences by seeding Kulhads: With an effort to connect with regional journalists and influencers, customized Kulhads seeded with unique state-specific handicrafts were sent to prominent media fraternities across 9 different states. The Kulhad highlighted the art form of the state the fraternity belonged to.
- A QR code was generated to offer consumers an immersive AR experience of Kulhads from the comfort of their homes. This approach initiated more than 13.5k AR interactions, encouraging users to engage with the initiative
- Customized handcrafted Kulhads were seeded to 14 journalists across cities to spread more awareness about the artisan community. The journalists highlighted the Kulhads on their social media platforms, helping the brand gain vital online engagement.
- Tata Tea Premium positioned itself as the begetter of support and solidarity to the nation during testing times, conforming to the brand’s national stature, by launching the #DeshKaKulhad initiative on Independence Day in 23 major cities.
- 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 203 words used.
Media Output
- The brand’s PR execution was successful in generating 360° visibility on mainstream print media, including Hindu Business Line, Live Mint, The Hindu, Maharashtra Times, UNI, Dinakaran, and NavBharat Times. Leading regional publications like Dainik Jagran, Dainik Bhaskar, Punjab Kesari also covered high-impact stories.
- By centralizing the PR efforts towards large format CAT A publications, the brand witnessed a massive rise in the AVE, reaching a total of over INR 3.28 million.
- Tata Tea premium successfully produced user engagement on online platforms such as the website and social media. The music-based film received approximately 5.2 million views while 1.6 million impressions were achieved on the digital content posted. In addition, there were 240k+ website visits and around 13.5k AR interactions.
Business Output
- A total of 613 PR stories produced more than INR 5 million ad values and a total of INR 15.1 million PR value.
- Since the launch of the initiative, more than 15,000 handcrafted Kulhads have been sold
nationwide.
- The brand has observed significant incremental progress in key performance metrics. Spontaneous Awareness has risen by 19.04%, Top of Mind by 20.83% due to PR efforts, Consideration increased by 35%, and MOUB by 42%.
- 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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