Tarang

1) Promotions and Communication

- A vibrant colorful brand depicting joyful theme focusing on the Lollywood
style
- JPNA mobile promotions
- Saroor Bhara Lamha
- The targeted market is lower middle class families which it inspires though its
catchy colors and inspirational songs
- chai ka sahi jor
- The brand positioning is portrays the slogan chai ka sahi jor as it invites
couples to participate in its promotional activities as well.
Tarangs catchy theme includes TV heroes, super hit movies as well as TVCs
including iconic celebrities like Noor Jahaan.
- While its advertisements include regional music of Pakistan, it might not
seem appealing to housewives who actually buy the groceries for their family.
Ad. 1
Fawad Khan and Sonam Kapoor
The advertisement opens up to the scenery of an extravagant palace with a
fairytale like theme. The two characters engage themselves in close contact
mimicking Tarangs slogan of Chai ka sahi jor. Its larger than life idea indicates
something we all inspire to. Well known Cinderellas fairytale has been used subtly
as it is indicated that taking a sip of the tea stops the time. The dancers and the
main characters are dressed in luxurious wardrobe.
The advertisement uses heartthrob Bollywood actors and associates itself with
Nabila Salon to initiate its promotional activity of Saroor Bhara Lamha. Hosting a
competition on facebook, it increased its market by asking consumers to send their
pictures.

Ad -2
Fahad Mustafa and Iman Ali

Ad -3
JPNA

2) Packaging
The package itself highlights youthful theme containing colors like red, yellow and
orange which could easily be spotted easily and represents festivity.
Tea Max
1) Promotions and Communication

Initially started with the slogal Tea Max banai chai baki sab bye bye Haleeb
was able to achieve market share and profits introducing Dabang related
characters in its TVC. It featured a local cop in search of a good tea. Received
hate comments on advertisements in 2016. It engaged itself in BLT activities for
instance TVC, radio, print, outdoor billboards but lacks online presence.
Ad -1
Dabang Style
The advertisement includes a rural cop imitating bollywoods super hit movie in
search of a perfect cup of tea. The idea of young policeman is used to target the
same population as tarang i.e. rural low income bracket families. It assures
viewers a perfect cup of tea with aroma in other flavor of elaihi as well. As
Pakistan ranks 2nd in per capital Tea consumption, it caters to their idea that
everyone deserves a perfect cup of team provided by Tea Max itself.
Ad 2
2016 to onwards
2) Packaging
Although its advertisements provide the message of fun and jolliness, its
packaging contradicts its slogans and messages. It demonstrates black color on
carton with fire which is often associated with seriousness.
CupShup
Promotion and Packaging
Dalda CupShup targets SEC C, D and E, which Yousuf says constitute the largest
segments of our population and are also the largest number of tea consumers. So
while Tarang opted for a flashy larger than life image with Lollywood and
entertainment at its core and TeaMax went in for a Dabang Bollywood style of
advertising, Dalda opted for a more personal and real image, based on
relationships and conversation. Even the product name CupShup reflects the
concept of having gupshup [conversation] over a cup of tea. So good tea serves as
a conversation starter, where couples can bond and connect. She adds that the
line: Rishtoun kay rang dheemay hojatay hain [the spark wears off] is an invitation
to bring something new into your life (or a new tea whitener). Dalda has no
intention of competing with Tarang or TeaMax; the objective is to target and convert
loose milk drinkers, which is why loose milk is shown in the TVC. Initial impressions
of CupShup marketing campaign suggest that the company is positioning the
brand to target urban middle consumers which sharply contrasts with that of Tarang
branding which targets more of rural Punjab population. We believe given relatively

deep pockets of the Dalda group to invest in the brand, CupShup is expected to
test Tarangs dominance in the tea whitening segment.
Ad.
Unlike Tarang and TeaMax using vibrant colors in their advertisements, CupShup
depicts idea of having a conversation with family adding something new to life.
Instead of Lollywood songs and drum beats, it focuses of a family side of life.
Dostea
1) Promotion and Communication
For its launch, Dostea created mini-webisode content which was part of one whole
story. The script revolves around a marriage proposal that leads up to a wedding.
The creative genius in all of this is the witty humor and the relevance it creates with
the audience. The reason why we believe Dostea received such an overwhelming
response is not just the well- thought-of build up to an advertisement/song but it is
the content and its dissemination that has helped the brand win hearts. Dostea has
hit the spot by taking stereotypes head-on and diminishing them to smithereens.
The tone of conversation throughout the webisodes seems really natural and
automatically creates an affinity with the audience.

The Dostea was introduced by creating a mini-webisode which was later continued
as a whole story. The story shows a different perspective of combined family
system. It begins with a wedding proposal which in the end leads to the wedding.
The efficiently written humor makes it highly enjoyable and entertaining for the
audience. One of the main traits of its success seems to be the innovative way of
describing the little happiness in life which is later combined by an over whelming
song. The script is simple and natural making the brand popular as it challenges the
stereotypes
The Dostea was launched by a mini-webisode
This actually is different family oriented marketing and larger than life Bollywood
style advertisement shown in other TVCs. As soon as it was telecasted, it built up a
huge fan base because of its theme. While the market of tea whiteners remains
competitive, Dostea is able to secure itself a safe spot by providing something
different from mainstream dancing.

2) Packaging
DosTeas packaging uses variant and bright yellow theme in their packages
mimicking the cheerful persona of its brand.