Tata Tea has come up with a new fruit based green tea drink – Fruski. Surprisingly, I didn’t get to know about the product through a social media campaign or a television advertisement.
I went to the nearby tuck shop and there were small posters of Fruski swinging on the small entrance. After looking carefully, I even saw a brand new small fridge which had bottles and cans of Fruski in it.
The posters were bright and had the name ‘Tata Tea’ written on them. The familiarity with the brand immediately connected me to the product and I went ahead and bought one small can of Fruski Orange. The drink didn’t disappoint me at all. It stood up to the expectations that I had from it.
Now coming to the main point. I applaud how Tata decided to sell Fruski. They are advertising the product smartly and giving the consumers a chance to buy it then and there. Think about all the money that Tata is saving by not right away indulging in a TVC or an expensive campaign.
Everybody goes to a tuck shop. If they see a product being advertised they will naturally be attracted towards it. And when the posters are appealing and carry the goodwill of a brand like Tata, the attraction will mostly turn to something more.
Another very important point that I want to add here. When I asked the tuck shop owner about how much did he charge for promoting the product on his shop, he said that they didn’t even take a penny. This proves that this marketing concept isn’t very tight on the pocket.
Hope that Fruski increases the sales of Tata Global Beverages by a lot of amounts.
Good luck to Tata Tea.
