Launched in 2007 as a tea-whitener brand, Tarang stands for the perfect match for tea, offering affordability and a blissful experience. It gives every cup of tea the perfect blend of colour, aroma and taste for a great tea experience. With its vivacious, light-hearted and glamorous personality, Tarang has since inception, utilized the song and dance platform to connect with consumers to add joy to their routine lives.
The Campaign idea “Elaichi Ka Perfect Maza” – The Perfect Taste of Cardamom stemmed from consumers’ desire to strike the perfect balance of cardamom taste and aroma when preparing a cup of cardamom tea. The campaign was developed to highlight the new product while retaining Tarang’s iconic song and dance platform which set it apart from competition.
“Elaichi Ka Perfect Maza” was a phrase coined to propagate the message of how Tarang Elaichi makes the perfect cup of cardamom tea that uplifts everyone’s mood. The packaging design was also revamped using vibrant green colors with two cardamom cloves dropping into a delicious cup of tea coupled with uplifting musical notes enveloping the Tarang brand mark to symbolize the impact of the perfect cup of cardamom tea made with Tarang Elaichi.
The TV ad continued in the Dil Dance Maaray world where the irresistibility of cardamom tea made with Tarang Elaichi was manifested with the urge to dance with joy after taking just a sip. The campaign had presence all over TV, digital, radio and SMS with a Saba Qamar endorsement that further cemented the positioning of Tarang Elaichi as the best tasting cup of cardamom tea available in the market. The promotion was supplemented with multiple sampling activities across the country to generate trial of the new Tarang product.
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