• Founded by Arthur Brooke in 1869

• Established in Manchester

• Introduced in British India in 1903

• Largest tea company worldwide by 1957

• Merged with Liebig in 1968 becoming

Brooke Bond Liebig

• Acquired by Unilever in 1984

• Taj Mahal tea

• Taj mahal green tea

• Brooke Bond Red Label tea

• Supreme tea

• Brooke Bond 3 roses

• Brooke Bond Taaza tea

• Tata tea• Lipton tea• Godrej tea• Darjeeling teaxpress

Advertising Campaign

Till -1999

Print Advertisement

• Red Label Brand ambassador –

• Focus on the superiority of the

tea

• Print ads focused on the

natural ingredients of the tea

PAKAGING FROM 1989-90

RELAUNCH IN 1993-94

JIO MERE LAAL – ADVERTISING CAMPAIGN

• Advertising Agency: OGILVY ,BOMBAY

• Executive Chairman / Creative Director: Piyush Pandey

• Planning: Prem Narayan , Vipasha Bhuptan

• Production House: Corcoise Films

• Director: Prasoon Pandey

• Producer: Cyrus Pagdiwala

Advertising Campaign

2000-2009

• In 2001 Ustaad Zakir Hussain (tabla player) was the brand ambassador.

• In august 27,they faced rumour sells and problem that their brand ambassador was planning a quit tabla.• They came with a new advertisement campaign with a challenge “Find me a better tea than TajMahal, and I'll stop playing the tabla”.•There campaign became successful. As the rumour stopped, the sales increased with high profits.

• In January 2007 they come with Saif Ali Khan who replaces ustaad.

• They have a challenging period because of changing life style of youth.

• In hope to get back these young consumer

• They came with a new campaign “WAAH TAJ”.

• By taking Saif they were trying to persuade a royal taste in Taj tea.

Advertising Campaign

2000-2009

• Then Taj Mahal Tea Ambassador become beautiful Madhuri Dixit Nene.

• She brings in glamour and love in the new campaign – another jugalbandi of being an actor and a mom as well.

• with her cute smile she said, ‘Are HuzoorWah Taj Boliye’.

• There were culturally-rich conversations, with Madhuri Dixit-Nene and eminent sitar player Pandit Niladri Kumar in attendance.

• In October 2010 the advertisement campaign was done with Anupam Kher.

• As he is regular drinker of red label tea and has a fit and healthy body.

• In this ad, Anupam Kher was with his grandson who is doing exercise and believe that only workout will keep him fit.

• He told that this tea is refreshing and tasty also it boost blood circulation and prevents from cardiovascular diseases .

• They relaunched as a healthy and tea for youngster as energy drink.

ANALYSIS

• In this decade they face many ups and downs but tried their best to cover them.

• There communication objective was persuasion.

• They use rational appeal as they re-launched themselves by emphasizing on benefits of the product.

• They used TV commercials and print ads in newspaper.

• They used continuity media scheduling.

Advertising Campaign

2010-Present

• Brooke bond natural care and Taj

mahal green tea introduced

during this time.

• The advertisements focused on

social stigmas.

• The focus was on normal people

being portrayed in the

advertisements .

• During this time the trend was to have a fitter lifestyle and healthy living.

• The advertisements highlighted the health aspect and the taste of the product.

• The advertising strategy was successful and brooke bond was able to maintain the market share.

• The new advertisement launched in 2013 was now for maintaining brand identification in the minds of the consumers.

• Thus the new ad campaign reminded people of 130 years of trust they had on the company.

• The advertisements continued to be fighting social stigmas and the ad campaign was named #unstereotype.

• They focused on common people with different walks of life and how they are united by the taste of Red Label tea.

Analysis• The advertising in this decade

changed a lot as now from persuasion, the communication objective now was perception.

• They now did not use celebrities as their brand ambassadors.

• They use both- television and newspaper advertising.

• They continue to come up with the campaigns without any gap.

Strengths

• Product Portfolio• Flavour and Taste• Packaging• Established network

Weaknesses

• Storage issue• Promotional media• Less focus on social group

Opportunities

• Tie up with hotels• Market expansion

Threats

• Substitutes in the market• Less growth of the industry