Amrutanjan x IPL 2020: Blending Legacy with Digital Disruption
Amrutanjan Health Care Ltd. is one of India’s most trusted wellness brands, known for its iconic pain relief balms and health products.
Born in a tea taster’s chamber in Kolkata, Brooke Bond Taj Mahal Tea has been India’s epitome of premium tea experiences for decades. With the launch of the Taj Mahal Tea House e-commerce platform, the brand took its "Wah Taj!" legacy online—offering a curated range of handcrafted teas designed to deliver a quintessentially Hindustani flavor experience. This campaign marked HUL’s first-ever direct-to-consumer venture under a heritage tea brand, setting the tone for its broader digital transformation strategy.
Blustream was tasked with launching and scaling HUL’s e-commerce platform for Taj Mahal Tea House with the following clear-cut objectives:
Launching a premium tea brand in an already saturated space demanded sharp positioning, reduced return rates, and seamless operational execution—while building D2C capabilities from the ground up.
We adopted a performance-driven and tech-enabled approach, designed for efficient scale and maximum relevance:
A robust media mix, personalized communication, and integrated tracking powered the campaign—bridging the gap between premium positioning and consumer action.
