2020 Winner

CASE SUMMARY

Tea is loved by most South Asians. They drink the brew while at home, while socializing and while listening to music, especially during Diwali celebrations. So to cement its bond with this audience and tie itself into the annual event, Taj Mahal tapped South Asian influencers who were also avid tea drinkers and had them post their “wah” (or “wow”) moments with the brand’s tea. The stay-at- home moms, entrepreneurs, students, travel, food and beauty bloggers also promoted a contest, and the brand held Diwali celebrations at South Asian malls where people could feast on jeera cookies and drink Taj Mahal tea while listening to tabla drums and sitar players.

Credits

VP Creative - Jessica Borges
Associate Creative Director - Ajey Trivedi
VP Client Services - Arif Rasheed
Associate Account Director - Grace Ngan
Account Manager - Nisha Subbarayan
VP Media - Lilian Lo
Media Manager - Rachel Yuen
President & CEO - Albert Yue
Influencer Co-ordination - Peersway