MAM
Tulsi Tea launches hyperlocal campaign ‘Safaltaa Ka Kadak Swaad’
Mumbai: Tea Packers Pvt Ltd-owned Tulsi Tea, one of Gujarat’s well-known tea manufacturers, has launched its ‘Safaltaa Ka Kadak Swaad’ hyper-local campaign to connect at a deeper level with its discerning customers in Saurashtra. This campaign has been conceptualised and executed by Tiger Advertising.
Bollywood actor Paresh Rawal, who is the face of the brand, shows how quality and honesty in approach and purpose have helped Tulsi Tea scale great heights in popularity. The campaign will be seen in print publications and strategic hoardings across Gujarat’s Saurashtra.
“The brand wanted to connect on a deeper level with a very specific target market. We understood that. It made logical sense to cast somebody who would embody these various qualities, and hence we recommended Paresh Rawal, and not just another model,” stated Tiger Advertising partner Mihir Shah. “In a market like Saurashtra which respects maturity in an individual, Rawal connects strongly at a grassroots level. This strategic move helped convey the message with clarity tempered with wisdom.”
Tiger Advertising has been working with Tulsi Teas for over two decades and their last campaign for the brand ‘Naye Zamaanay Ki Nayi Soch’ was a successful one, said the statement.
“Success is achieved only by the mature. Through this campaign, we wanted to convey this simple truth, which associates perfectly with the strong taste and robust character of our teas,” said Tea Packers Pvt Ltd’s GM and MD Gordhanbhai Kathrotiya.
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
