Kanan Devan – Photography Escapade
Tata Tea Kanan Devan is one of the leading tea brands in South India, predominantly Kerala, with a legacy of over 30 years.
When a traditional tea brand sets out to connect with the younger TG (M/F 24-34), it needed to go out of the way to grab their attention. Kanan Devan realised that the youth of Kerala is passionate about travel, capturing those moments and sharing them on social.
With the objective and insight from the brand, we married the TG’s passion for photography with the landscape of Kanan Devan hills where the tea is grown. Thus, a unique idea was born – The Photography Escapade (PE), something no other brand in India had ever done.
An understanding of the audience revealed that reality shows have everything it takes to hook the audience – drama, twists and the brand message. With these ingredients, we married photography, the brand and video content to bring alive a first of its kind photography based reality series.
The core task for the participants was to capture the 4 elements of nature that make the tea refreshing. Divided into two teams, led by mentors with twists of going through several challenges each day to find the elements and capture them. The series was replate with clues and twists, unexpected turns, set against the scenic beauty of Munnar. The 4-episode web series, kept them on the edge of the seat. With this captivating conetent, the next time our consumers sip on a cup of Kanan Devan tea, we transported them back to the hills and its serene nature.
In just 3 weeks we reached 3 million viewers on youtube, resulting in 2 million video views at a highly impressive view rate of 60% and an astonishing completion rate of 7% for a 15-min video. An interactive website designed to give users a visual experience of the journey, got us over 1000 entries.
Over 5 million audience was reached on Facebook with an engagement of 3L. We generated over 8.5K conversations with a reach of 15 million users on twitter. We received 5 million unique reach and achieved 80% of the reach in core TG.
An innovation with the QR code on the pack led to an increase in viewership of the series.