Tata Tea Premium- Dil Se Rich Dilli Campaign

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Brief

Tata Tea Premium, a flagship brand of India’s biggest tea selling brand, Tata Tea, takes high pride in celebrating the regional spirit and culture. The brand celebrates Delhi’s spirit with dedicated packaging as well as taste elements capturing the region’s expertise.

Tata Tea Premium aimed at reaching the right target audience and increasing brand awareness with the “Dil Se Rich Dilli” campaign in an efficient way.

Objective

The aim was to identify and target the relevant users from online as well as offline ecosystems for Tata Tea Premium.

The large database of Paytm’s transacting users is quite the stepping stone in achieving a campaign’s objectives. The data of how users transact using Paytm provided an edge to Tata Tea Premium’s media mix. Not only did they identify the right audience using the wide Paytm user base but also got an opportunity to target these users with a video ad.

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Strategy & Execution

The campaign aimed at displaying the Programmatic Video Ads on OTTs such as MX Player, Zee5, Sony Liv and Voot through the Paytm Audience Network (PAN). It targeted the right audience narrowed down by leveraging the transactional activities of the Paytm user base.

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There were several cohorts created based on the past behavior of Females transacting online and offline along with their Paytm Mall transactions. The most relevant cohorts for the campaign were:

  1. Females who have searched or purchased caffeinated drinks like tea or coffee and complementary products like cookies, biscuits, snacks, etc. from Paytm Mall.
  2. Females who are regularly buying products on the top online grocery apps like Grofers, Big Basket, etc.
  3. Females who are frequently transacting at offline grocery stores — Kirana Stores, Supermarkets, Hypermarkets, etc.

Additionally, we targeted females who have an affinity towards fitness as per the brand’s requirement. These included customers buying nutritional F&B from Paytm Mall and females transacting in offline gyms and medical stores.

The PAN solution leveraged the sharp transaction signals of Paytm users to market the product only to the verified relevant audience on OTT. The offering ensured maximum impact by optimizing the target audience and also providing the company an opportunity to communicate via a video ad.

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