Tata Tea Premium: case study
FMCG · Influencer marketing · Micro / Macro / Mega creators
The brief
#DeshKiChai: an Independence Day campaign honouring India's handloom heritage by showcasing fabric prints on the packs.
Objective
- Raise awareness of, and educate people about supporting, handloom products
Strategy
- Influencers featured themselves in elegant sarees honouring handloom heritage
- Amplified with the hashtags #DeshKiChai, #DeshKaGarv and #DeshKeDhage
- Executed with 30 micro, macro and mega women influencers across categories
How we ran it
We set clear goals, learn about the target audience, craft a distinctive concept and outline the key deliverables.
We identify creators who fit the goals, share a detailed brief and content guidelines, and offer training and support.
Creators develop and refine their content, publish it, and engage with their audience.
We set performance metrics, monitor data, collect feedback and refine the strategy.
Results
- 30 videos delivered in 2 days; the campaign deck headlines 5 million-plus views
Watch the work
▶ Instagram post
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▶ Instagram postRelated case studies
Questions
What did Dhi & Kin do for Tata Tea Premium?
#DeshKiChai: an Independence Day campaign honouring India's handloom heritage by showcasing fabric prints on the packs. The work was influencer marketing on Instagram in India.
What were the results of the Tata Tea Premium campaign?
Campaign figures on record: 30 videos, 2 days, 5M+ views, 30 creators. #DeshKiChai: 7.5M views achieved, per the campaign deck.
Which platform and market was the Tata Tea Premium campaign for?
Instagram in India.