Goombira Tea
Campaign Strategy & Film
Case: Goombira Tea, a legacy brand nestled in the heart of Assam's tea plantations, in India, carries generations of tea cultivation history. Despite its rich heritage, Goombira Tea faced the challenge of entering the digital age to connect with a broader audience while maintaining its authentic connection to tea cultivation.
Challenge: As a content strategist and creative producer tasked with this project, the challenge was multi-faceted. I had to immerse myself in the tea industry, understand the market demographics, and devise a strategy that would convey Goombira Tea's legacy and the intricacies of tea plantations to a global audience. The objective was to craft a narrative that not only educates but also emotionally connects customers to the brand, showcasing the journey from leaf to cup with authenticity and transparency.
Solution: After thorough research and creative brainstorming, a content strategy was developed that centered around creating three films. These films were designed to capture the essence of Goombira Tea's operations, from the lush fields of Assam to the meticulous process of tea selection and packaging. One film, in particular, was envisioned as a digital commercial to mark Goombira Tea's inception into social media, aiming to engage viewers with the beauty and tradition of tea making. I oversaw all aspects of production, from pre-production planning, scriptwriting, and storyboard creation to location scouting in Assam. The filming involved close collaboration with the tea plantation workers, ensuring their stories and the brand's legacy were authentically represented. The films were then meticulously edited to weave together the tradition, quality, and authenticity narrative.
Results: The digital commercial and accompanying films were launched across Goombira Tea's social media platforms, receiving widespread acclaim from viewers. The campaign successfully introduced Goombira Tea to a global audience, enhancing brand awareness and engagement. Viewers appreciated the insight into the tea-making process, and the films helped reinforce Goombira Tea's position as a purveyor of high-quality, authentically sourced tea. The project not only met its objectives but also set a new standard for how traditional tea brands can connect with contemporary audiences through digital storytelling.
Results: The digital commercial and accompanying films were launched across Goombira Tea's social media platforms, receiving widespread acclaim from viewers. The campaign successfully introduced Goombira Tea to a global audience, enhancing brand awareness and engagement. Viewers appreciated the insight into the tea-making process, and the films helped reinforce Goombira Tea's position as a purveyor of high-quality, authentically sourced tea. The project not only met its objectives but also set a new standard for how traditional tea brands can connect with contemporary audiences through digital storytelling.