22 Sep 2017
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Maxus collaborates with Tarang TV and OTV for Tata Tea Premium campaign

MUMBAI: Maxus ESP, the entertainment, sports and content arm of global communications consultancy firm Maxus, has executed a women-centric campaign ‘Narinku Dhanyabad’ (Thank the Women) for Tata Tea Premium in the Odisha market.

Maxus collaborated with Odiya TV network Tarang as the broadcast partner for the campaign. The men were also targeted through campaign-centric content on OTV, Odisha’s most watched news channel.

Tata Tea Premium, a market leader in Odisha, wanted to stay locally relevant to their women consumer and build conversations keeping them at the heart of it. Their Odiya TVC is based on a very powerful insight from the market. A research study showed that a patriarchal setup in Odisha made women feel suppressed.

The faces of the campaign were of the most popular stars of Odiya films – superstar Anubhav Mohanty, veteran actor Mihir Das and film actor & TV host Buddhaditya Mohanty. They came together to lead the change in Odiya society. They urged men to thank the women in their lives respectively for their immense contribution.

“It is extremely heartening to see the response to this campaign. We have gone live only 15 days back and already got 61% of the estimated response. This vision has been brought to life by the collaborative power of GroupM’s House of Media. We would like to thank Tata Tea Premium for taking this up and supporting such a unique yet relevant message! The marriage between the message and the medium has been successful and we hope to supercede in our expectations with this social initiative,” said Maxus ESP Head Pooja Verma.