Calcutta, Dec 23: The Darjeeling Planters Association has unveiled its new slogan for Darjeeling Tea - 6500 feet above the ordinary - at its pavillion at the handicrafts fair promoted by the Bengal Chamber of Commerce & Industry here today. The launch of the slogan has kicked off a three-year generic promotion campaign that will try to reposition Darjeeling teas. Following this the Association will participate in events in Delhi, Mumbai and Ahmedabad. The campaign will be funded by the Promotion & Protection Fund of the Association.
"We wanted to create an identity that would set Darjeeling tea apart from other kinds of teas," said Ashok Lohia, chairman of the Association."Uptill now blended Darjeelings were also available. We want the word Darjeeling to be associated with 100 per cent pure Darjeeling teas," Lohia said about the repositioning.
In conversation with The Financial Express, he said: "We feel Darjeeling tea is a product created through utmost precision. It is somewhat similar to being handcrafted - that is why we chose the handicrafts fair to familiarise the public with the new slogan."
Tea tasting sessions will be organised to give visitors a taste of real Darjeeling teas at the pavillion. The DPA's campaign has been designed by advertising agency Equus, and supported by the Government of India. Lohia said: "We are already putting out advertisements on the Star Plus channel, which has a wide viewership. We have started off with the Star News at 9pm and have taken slots in movies as well as late night shows too." The advertisements are being targeted at Indian and overseas audiences.
Lohia added: Darjeeling town is situated at 6500 feet above the sea level. That is where we get the figure from and the emphasis on the uniqueness of the tea and the fact that it is grown at a high altitude, higher than other teas."
The repositioning will harp on the elevation factor. "It will give the viewer the feeling of being elevated to a higher level, as well as the refreshment," Lohia said. One of the ads to be aired on TV depicts tea being served at railway stations and restaurants in black and white with voice saying "There are teas" and then the view shifts to a drawing room in colour and the voice says "And there are Darjeeling teas". The man drinking the tea in the drawing room is elevated and thereafter the slogan "6500 feet above the ordinary" appears along with the Darjeeling logo.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.