We got consumers to believe that tea goes beyond being just a social beverage, and also established that it’s actually a healthy drink. In a film star obsessed culture in Southern India, we took the bold step of making a star - usually an endorser - a representative of the adversary/non- believer of the brand. We used her female fans, who loved 3Roses tea, to convince and convert her. This gave the film star worshipping Tamil housewives (loyalists) an opportunity to not just interact but prove a point to their all knowing stars, that when it comes to tea, they know best. This encouraged conversations about tea and helped break an age old perception that tea is unhealthy.

In a film star worshiping culture, where usually a film star convinces consumers, we got the fans to convince the star about 3Roses tea being not just the best tasting tea but being healthy too. In phase 1, we set up a debate between two Indian film super stars. Phase 2 was about amplifying participation by consumers. And the last phase was all about the star being convinced.

3Roses gained a new status: Perceived to be not just tasty, but also healthy. Huge Consumer engagement in southern India; close to 390,000 consumer calls in Tamil Nadu and Andhra Pradesh. Around 10,000 consumers recorded testimonials and around 100,000 YouTube views. Huge PR: Heavy PR in local newspapers was generated. Additional noticeability received through an ground promotion. Most importantly, sales volumes grow by 9% when compared to previous year.