Friday, January 12, 2007

Brand Update : Taj Mahal Tea

Taj Mahal tea has changed its Brand Face ( brand ambassador). Recent TVCs show Saif Ali Khan endorsing the brand. Taj Mahal has been using the Tabla Maestro Ustad Zakir Hussain as its brand ambassador from 1990's. Since Ustad Zakir was endorsing only this brand, the recall was high. Over the period of time, the brand ambassador became synonymous for the brand. Ustad and Taj Mahal was touted as the classic example of a successful celebrity endorsement. The collaboration with the brand and the ambassador went that far that Ustad once challenged in a TVC in 2001 that he will stop playing tabla if he come across a better tea. That TVC created lot of controversy.

The new brand ambassador is Saif. HLL may have reasons for changing the brand ambassador. The brand manager may have been bored using the same face?. Saif may be an attempt to make the brand more contemporary. Ustad and his fans are getting older. Hence there is a chance that the new generation may miss out on the charm of Ustad ( generation gap?). So the attempt may be to make the brand relevant to the new generation. In theory we site examples where the users of the brand getting older and the brand not able to connect with new generation. HLL does not want this to happen with a power brand like Taj Mahal. But by using Saif, the brand is losing its face. Taj Mahal had an exclusive face which was something that made a difference to the brand. Saif does not have that exclusivity. The transition could have been more effective if the TVC had both endorsers......

Related brand
Taj Mahal Tea