Case Study: Tata Tea Premium #DeshKiChai, 30 Videos in Two Days
For Tata Tea Premium's #DeshKiChai Independence Day campaign, 30 micro, macro and mega women creators delivered 30 videos in two days. The campaign deck headlines 5 million-plus views.
The brief
#DeshKiChai was an Independence Day campaign honouring India's handloom heritage by showcasing fabric prints on the packs. The objective was to raise awareness of handloom products and encourage people to support them.
What we did
Creators featured themselves in elegant sarees, so the handloom story was visible in every video and tied to the pack design.
The campaign was amplified with the hashtags #DeshKiChai, #DeshKaGarv and #DeshKeDhage, giving all 30 videos one shared thread.
We cast 30 micro, macro and mega women creators across different categories, which brought the story to several different audiences.
The results
30 videos were delivered in 2 days. The campaign deck headlines 5 million-plus views.
What we take from it
A national moment such as Independence Day suits a tight posting window, because many posts landing together make the theme feel big. Linking the cause to the product, here the fabric prints on the packs, keeps the content about the brand and not only the occasion. A shared hashtag set makes many creators read as one campaign.
Related
More from the blog
How to Brief an Influencer Campaign: A One-Page Template
4 min readMicro, Macro or Mega Influencers? How We Cast a Campaign
4 min readStore-Visit Campaigns: 80 Creators, 16 Stores, One Weekend
Next step
See how we run campaigns: influencer marketing agency in India · campaign results · case studies.