Truth :

3Roses is the most cherished tea brand in South India. However its proposition revolved around ‘emotional engagement’ and it was losing the functional space of taste to competition. And 54% of 3Roses households ended up buying the competetive brand.

 

Challenge :

Establish 3Roses as the tastiest tea and increase consumption.

 

Idea:

People in South India worship film stars. However, no brand has ever given consumers the opportunity to voice their opinion about the brand to influence a celebrity.  ‘3Roses Taste Challenge’ engaged and influenced consumers by getting them to endorse the brand and recommended it to their favourite celebrity.

 

Result:

In 2 months over 330,000 consumers called

 

The digital campaign recorded 50,000+ You Tube views

 

3Roses saw 3.5% Market share gain between October ‘10 and December ‘10 in Tamil Nadu

Highest ever quarterly Market share at 53.7% recorded in last 3 years in Tamil Nadu.

 

Won:

Effie Bronze