Eyeing Global Market: Digital & Social Media Campaign to Promote Specialty Teas

STAFF REPORTER

GUWAHATI: The Tea Board of India has decided to launch a digital and social media campaign to promote specialty teas in domestic and international markets.

‘Specialty teas’ are defined as either hand processed (like orthodox tea) or unique (like dessert teas or scarce white teas). Specialty tea usually costs more than commercial tea.

“The digital and social media campaign primarily aims at reaching out to domestic and international consumers, buyers, traders, importers, investors, and others to raise awareness about varieties of Indian teas and health benefits by weaving a storyline that catches the imagination of people,” a source in the Tea Board said.

Sources said there is an urgent need to place Indian teas and their varieties in the domestic and designated global markets in an innovative, unique and relevant way to enhance knowledge and loyalty about the products among people.

Marketing through digital space and social media is an important, effective and economical mode of promotion of various products and services.

As per plans the proposed campaign will portray the strengths and opportunities of Indian teas in domestic and global markets. It will highlight the uniqueness and origin of specific products such as of Assam, Nilgiri, Darjeeling, Kangra, Munnar, Sikkim, Dooars-Terai as well as blends like masala tea, lemon tea and iced tea.

“The Tea Board will use the online platform to engage consumers through a variety of tools such as graphic interactive designs, videos, interactive maps and animated pictures to generate interest,” the source said, adding that quiz contests and gift hampers will keep the users hooked to the drive.

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