The Tetley brand was restaged in the Indian market in December 2004. The highlight of the restage was the launch of flavoured tea bags in four exciting flavours – Masala, Ginger, Lemon and Earl Grey. Flavoured tea bags are available in packs of 12 tea bags, at an attractive put down price of Rs. 20 per carton.

The Tetley flavoured tea bag range has been developed in-house, keeping Indian consumer habits in mind. Tetley is the first brand to launch Masala and Ginger tea bags – two very popular Indian flavours. Keeping in mind that most Indians like milk in their tea, Tetley tea bags were customized to allow this, yet ensure that the consumer got a strong cup of tea.

In addition to flavoured tea bags, the entire Tetley range was given a new look with vibrant, colourful and youthful-looking packs incorporating the new Tetley logo unit. Tetley leaf tea now comes at a new price of 49/- for a 250g packet, and offers the same great Tetley quality that consumers are used to, at a more attractive price.

The restage will be promoted at ground level by an intensive consumer contact programme and heightened retail visibility for the entire range. The brand will also be supported on television. Two humorous advertisements have been created, which are spoofs on two popular Hindi films – Sholay and Mughal-E-Azam. The creative idea in the advertising speaks of how Tetley has introduced a twist into our boring daily cup of tea through the range of exciting flavours, and the advertising tag-line is “Chai mein twist… Life mein twist”.

The momentum that has been set with the restage of the Tetley brand will be followed up with an exciting array of brand initiatives in 2005, that promise to keep consumers on their toes!