Tata Tea awards digital duties to 22feet

The agency won the account following a multi-agency pitch that was held over the last four-six weeks in Bengaluru.

Popular household beverage from the stable of Tata Global Beverages, Tata Tea has awarded its digital duties to 22feet.

The agency won the account following a multi-agency pitch that was held over the last four-six weeks in Bengaluru.

Confirming the news to afaqs!, Vikram Grover, vice-president, marketing, Tata Global Beverages, says, "We look at the medium on a long term perspective and hence the mix will need to be kept flexible in order to accommodate feedback from our users/community. Having said that, our initiatives will span across all the relevant platforms."

Commenting on the win, Vineet Gupta, managing partner, 22feet, says, "Our mandate is not just to keep up the good work that has been done in the past but also to take it to the next logical level. We will ensure that all our initiatives stay relevant to the brand ideology and most importantly, to the users. We will therefore be present across all relevant and necessary owned, earned and paid platforms."

It may be recalled that last week, afaqs! had reported that the brand was scouting for media agencies in Bengaluru. Madison Media was handling the account since 2005. Lowe Lintas currently handles the creative duties of the brand.

In 2011, Tata Tea completed 25 years of existence in the country and celebrated the occasion by extending its old brand promise of 'Jaago Re' to 'Soch Badlo', through an ad campaign.

A couple of years ago, Tata Tea revamped its flagship brand Tata Tea Premium with an aim to make it more contemporary and relevant to a new segment of target consumers, the youth. As part of the revamp, the brand received a new logo and pack face. The changes were designed by Bengaluru-based branding and industrial design consultancy, Icarus Design.