Our friends at TATA Tea wanted to increase their overall market share in the southern part of India. The core objective was to develop a digital ecosystem to boost sales, enhance brand salience, and increase repeat customers via code-on-pack.
Kanan Devan Tea was already a well known brand in the region which was being sold traditionally as loose tea for over a century. Post a comprehensive assessment on consumer behaviour and choices, a multi-channel engagement plan was created. One of the highlights of the campaign was the fact that it was multi-lingual with execution in Hindi, English, and Malayalam. SMS, Voice and WhatsApp were predominately used as main channels with tight links to mobile marketing, social media, television, print, and outdoor.
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Three months from 26,000,000 SMS messages were sent. There were 750,000 missed calls and 2.5 million WhatsApp messages issued. TATA Tea's Kanan Devan Tea sales increased by 9 percent year over year.
