Tata Tea gets aggressive to make 'Premium' mega brand in fiscal'07

Mumbai, May 9 (UNI) Tata Tea Ltd has set an ambitious target of making its 'Premium' a mega brand by the end of fiscal 2006-2007.

Currently, growing well ahead of the tea market in India, this brand has been rated the No 1 tea brand in numerous surveys, including AMGF's 'Mera Brand' Survey, said a Tata Tea release here today.

As part of its strategy, the company has launched its latest advertising campaign featuring tennis sensation Sania Mirza.

In the ad campaign, Sania displays a perfect blend of mental and physical agility with Tata Tea Premium, which has been immensely successful in positioning itself on the 'vitality' platform by providing a perfect blend of energy, refreshment and rejuvenation.

In the context of changing consumer aspirations, the 'Premium' was now being positioned as the tea which activates one to take on challenges. The tagline 'Taste Kaamyaabi Ka' aptly communicates Tata Tea Premium's brand essence - ''energy to succeed''.

Its future roadmap is to clearly leverage the brand's strength in geographical spread and the brand loyalty to further expand its marketshare.

Tata Tea Executive Director (Marketing) Sangeeta Talwar said, ''The new ad campaign helps strongly reinforce the brand proposition of Tata Tea Premium. Mental strength and physical energy are two very important attributes for being successful in life. We are confident of the success of this relationship.'' UNI SN SSS VKG2120