After having Bollywood actress Kareena Kapoor as its face for almost 4 years, Tata Global Beverages’ Tetley Green Tea will now be endorsed by Kapoor’s contemporary, Deepika Padukone, the company announced recently. Padukone can already be seen in the tea label’s latest campaign, which has been put together by advertising agency Mullen Lintas.
The ad features the Padmaavat star caving into her not-so-healthy desires (read, a heavily buttered paratha, piping hot samosa, and a batch of freshly baked cookies) but eventually making up for the indulgence with a cup of Tetley’s healthy drink, which boasts of containing five times more antioxidants than an apple. The slogan for the ad reads “Andar se Clean Bahar se Active” (clean from inside, active from outside).
“Just when you decide to eat right, act fit, the entire world seems to conspire to throw you off the attempt. This is the insight we leveraged in our latest campaign for Tetley Green Tea. The fact that it also happens in the life of the fittest celebrity around just makes it all the more enjoyable,” said Shriram Iyer, national creative director, Mullen Lintas.
Over the past decade, green tea has picked up tremendous pace amongst the health-conscious audience that is overly conscious of what goes into their system. Quite evidently, Tetley owns a major stake in the booming green tea market, which is only growing with every passing day.
“Tetley, today, is one of India’s most premium brands of tea. It is available in different variants and hence, caters to a wide variety of people with different tastes. We pioneered the green tea wave in India and fully understand its reported health benefits. The new campaign is an effort to reiterate the credibility of those benefits,” said Sushant Dash, regional head – India and Middle East, Tata Global Beverages.
Tetley’s Green Tea is one of its three categories that also include long leaf green tea and supercharged green tea, all of which come in a variety of flavors.
“Green tea has erupted in last ten years significantly increasing its share within the overall tea category. It rides on fitness and freshness attributes and the communication of Tetley Tea highlights that. I must add that Tetley is a fairly premium brand and I’m sure Deepika’s association will further alleviate its value, “said Manish Porwal, managing director, Alchemist Marketing & Talent Solutions.
Tetley Green Tea is one of Padukone’s 18 brand endorsements, a roster that includes names like Axis Bank, airline brand Vistara, L’oreal Paris, Britannia Good Day biscuits, watch brand Tissot and online travel agency Goibibo among others. As per Padukone charges between INR 1-3 crore per day under a brand deal, which involves both ad shoot and promotions.