IIPM MANAGEMENT INSTITUTE
Brand: Taj Tea
Headline: You can’t hide that smile anymore!
Baseline: Wah Taj!
4ps Take: After years of cashing in on tabla maestro Zakir Hussain, now Taj Mahal tea is pinning its hopes on Saif Ali Khan. Any guesses as to what connects the two men? Right! It’s all about the pedigree! The USPs of the product are aroma and flavour– kind of things that are lapped by people with pedigree! The communication is straightforward – doesn’t need to work too hard really, as Wah Taj is such an highly recalled tagline. Let’s say it again, shall we? Wah Taj!
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Source : IIPM Editorial, 2007
An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative