Tulsi Tea

Client

Tulsi Tea

Industry

Food & Beverages

The Brand

Tulsi Tea is a heritage tea brand established in 1981, serving millions of loyal customers across the state. It has a widespread network of over 80,000 retail touchpoints, 400+ distributors. The brand serves awide range of SKUs and is on its way to modernising and pushing the boundaries in the tea industry.

01 The Challenges

Tulsi Tea already had a strong distribution network and presence across Gujarat. However, the brand needed a distinctive narrative that would:

Connect deeply with the Gujarati cultural identity
Strengthen emotional resonance with consumers
Build a recognisable and memorable brand personality
Increase visibility across both traditional and digital platforms

The challenge was to transform Tulsi Tea from simply a product brand into a cultural symbol of Gujarati tea traditions.

02 The Solution

Communication Crafts developed an integrated campaign designed to celebrate Gujarat’s deep-rooted tea culture and position Tulsi Tea as a brand that truly represents the spirit of Gujarati consumers.

The campaign – “Chadhe ગુજરાTEA Rang” was a culturally rooted insight-based campaign celebrating the vibrant colours of Gujarati tea culture.

At the heart of the campaign was Tulsiben, a mascot representing the warmth, wisdom, and authenticity of Gujarati households. Portrayed by the acclaimed actress – Supriya Pathak, the character became the face of the brand, embodying the pride Gujaratis take in their tea and its perfect colour.

The campaign extended across multiple touchpoints, including:

Corporate branding and brand guidelines
Packaging design and brand merchandise
Social media campaigns and digital creatives
Television commercials and video content
Outdoor advertising including hoardings and shop boards
Marketplace creatives and online promotions
On-ground activations such as kiosks and van branding

03 The Result

By combining storytelling, cultural symbolism, and integrated marketing channels, the campaign positioned Tulsi Tea as a brand deeply rooted in Gujarati identity.

Campaign Reach across Media Channels

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Total Digital Reach

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Content Interactions on Social Media

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Website Link Clicks

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