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Maxus ESP partners Radio City to co-create Tetley Green Tea’s radio campaign

MUMBAI: Maxus in association with their specialist content arm Maxus ESP has partnered with private FM radio network Radio City to co-create and design Tetley Green Tea’s radio campaign called Tetley Green Tea Brigade.

Tetley Green Tea Brigade is a branded reality show on radio that talks about the importance of being healthy and the benefits of Tetley Green Tea weaved in to the content.

The Tetley Green Tea Brigade is a fun and light initiative to encourage healthy living in different way. The 21 one day-long campaign is based on a study, which says that it takes 21 days for a new habit to be formed. The campaign is happening across Delhi and Mumbai with participation from listeners.

Maxus South India and South Asia managing partner Sanchayeeta Verma said, “The Radio City Tetley Green Tea Brigade is a very different and innovative campaign that aims at bringing about a change in the way people are living and going on in their day to day routine. Using radio as a medium is fantastic as it is a one on one communication hence the believability and conversions are better.”

The campaign invited listeners across the two cities to become part of the show with RJ Sucharita in Mumbai and RJ Divya in Delhi. The two RJs give them tasks which are small lifestyle changes that the brigade needs to incorporate in their everyday lives as part of their journey to becoming fitter and healthier.

Radio City president and COO Ashit Kukian said, “At Radio City, we always ensure high audience engagement for the brands we associate with. We leveraged on the power of a simple idea and ensured that the attributes associated with the brand are distinctly highlighted.”

The content also positions Tetley Green Tea as a partner to the contestants in their journey. The campaign brings out the various flavours of Tetley Green Tea and also gets local fitness influencers to share their health and fitness mantras.

Tata Global Beverages head tea marketing Rishi Chadha said, “The recent and consistent surge in the number of wellness seekers in India inspires us to associate with innovative concepts like Tetley Green Tea Brigade. Through this activity we aim at living up to the promise of bringing home ‘good for you’ beverages that add value to our consumers’ lives in more ways than one.”

Maxus ESP regional director content Southeast Asia and South Asia Shailja Saraswati said, “The Radio City Tetley Green Tea Campaign is bound to bring about a change in the society. People have already started bringing about a change in their daily routine and we hope it doesn’t die out anytime soon. We have worked very closely with the concept designing and expect it to show great results.”

The contest invites listeners and Radio City fans on Facebook to share their own lifestyle mantras and win gift hampers from Tetley Green Tea. The campaign is also promoted on PlanetRadioCity, via online radio and podcasts of the episodes.