Lowe to spread flavour of Darjeeling tea
In a bid to protect the uniqueness of Darjeeling tea, Tea Board of India has appointed Lowe India (formerly Lintas) to come up with a series of ad campaigns that will wax eloquent on the geographical indication (GI) status it enjoys.
By Sutanuka Ghosal, TNN |
KOLKATA: In a bid to protect the uniqueness of Darjeeling tea, Tea Board of India has appointed Lowe India (formerly Lintas) to come up with a series of ad campaigns that will wax eloquent on the geographical indication (GI) status it enjoys.
The campaigns will be launched in India and overseas. The domestic run kicks off on November 1. A GI status indicates that the product comes from a particular region with certain special qualities and reputation.
Talking to ET, Mr Sanjay Bansal, chairman of Darjeeling Tea Association said: "The industry along with the Tea Board will finally give the go-ahead to the campaign at a meeting on October 13. We plan to run the campaign for three months in India. The international campaign will be launched early next year."
Tea Board has identified four countries, which are importers of Darjeeling tea, for launching its international campaign. These are Germany, France, UK and US.
"Even today, teas of different origin are being sold to the world market under the Darjeeling name. Though only 9 to 10 million kg of Darjeeling tea is produced annually, nearly 40 million kg is available globally.
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So we are trying to create awareness about the GI status of Darjeeling tea. The campaign will also talk about the certification trademark that is mandatory for Darjeeling tea,” said a Tea Board official. Start a SIP with as low as ₹500 with ET Money App!
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