Tata Tea Gold, the most premium offering from Tata Tea’s portfolio, was launched in 2003 as a superior variant on the ‘aroma’ platform. While the practice of mixing CTC (Crushed, Tear, Curl) granules with long leaves was prevalent amongst discerning tea consumers, there was no packaged player addressing this area. Tata Tea tapped into this rich insight and developed Tata Tea Gold. Its uniqueness lies in the superior balance it maintains between strength and aroma, which is produced by mixing CTC granules with gently-rolled 15% longer leaves. Its differentiating benefits have helped Tata Tea acquire a larger share of the premium tea segment, while further upgrading its imagery.
Tata Tea Gold was restaged in 2018-19 with a brand new pack design that celebrated it’s positioning and proposition of ‘Rich taste, Irresistible aroma’ that makes for a perfect cup of Tata Tea Gold. The latest TV commercial highlights the idea of ‘Dil Ko Na Kahoge To Pachtaoge’ (Say no to your heart and you will regret it). The creative idea borrows from this tempting cup of Tata Tea Gold that you will regret saying no to. With a simple storyline the TV commercial addresses the perennial dilemma between the head and the heart that has transcended age and time.