Tata Tea Agni Launches India’s First Energy Tea – Agni Extra Josh for Extra Energy

Tata Tea Agni introduces Extra Josh, India’s pioneering energy tea fortified with natural caffeine, designed to fuel modern lifestyles with robust taste and invigorating energy.

Tata Tea Agni has introduced Tata Tea Agni Extra Josh, the first of its kind energy tea available in India. Tailored to the tea drinking audience, this new tea blend comes with natural tea added caffeine to be more energizing. It is the perfect tea to capture the consumer segment looking for energizers in the middle of their busy day. For the evolution of the new variant, Tata Tea Agni chose to communicate Extra Josh suggesting energizing caffeine works for today’s contemporary demands in tea for the Agni’s brand promise, “Josh Jagaye Har Roz” .

To complement the launch, the company suggested new energizing use scenarios for the tea in unscripted fiction, featuring two relation TV commercials. In one, a mother is recharged with Extra Josh to help her exhausted daughter with a complicated 3D science project. In the other, a wife is fueled with Extra Josh as she enthusiastically unpacks their new home while her husband is late for work.

By expanding the definition of the tea category, Tata Tea Agni Extra Josh acknowledges the modern customer need beyond taste, which includes relevance and function. Through the campaign and novel offering, Tata Tea Agni seeks to connect to consumers looking for tea to provide them an energizing and dependable source of tea in their daily cup. The campaign reinforces the brand’s promise to support one’s will, motivation, and passion, thus positioning Tata Tea Agni Extra Josh as an ideal energizer for an furtive and accomplished daily routine.