Channelling commerce ambitions
- Brand Experience
- Ecommerce Management
- Digital & Social Marketing
Born from Unilever’s commitment to the Wah Taj! vision, Taj Mahal Tea House, a signature tea destination, wanted to elevate its experiential appeal. It also wanted to drive product evolution by encouraging a culture of tea sampling and savouring across India. This demanded entering and carving a niche by becoming their e-commerce launch partners.
We dug deep to understand the gap between retirement preferences and pension association for early Gen Zs and late millennials. This led us to developing a refreshing brand ethos that equated pension as an enabler for confident retired living. From introducing positive visual imagery to centering every communication around taking active control, we created a language that resonated with audience aspirations.
The other part of our brief was to make Taj Mahal Tea House synonymous with signature tea experiences. Increase footfalls from the right set of culturists and elevate brand appeal. By crafting unique phygital experiences targeted at all three levels of the community – creators, culturists, and trendists – we created a reverberating community for the House.
“Building and managing a D2C channel can be a highly competitive exercise. Add to that the fact that our goal was to recreate and elevate the signature Tea House experience. The mandate saw us closely collaborating with the Unilever team to discuss real-time learnings and implement data-informed strategies.”
Few months into the ecommerce launch, we unlocked 6.5x revenue growth for gourmet teas. Our phygital focus in terms of marketing the House’s offerings led to a more defined and engaged community for the Taj Mahal Tea House brand at large. To summarize, here’s what we achieved for the client:
