For millions of Indians, tea is more than a beverage – it’s a daily source of energy, comfort, and connection. Now, Tata Tea Agni is redefining that experience with the launch of Tata Tea Agni Extra Josh, India’s first-ever tea blend infused with natural caffeine.
Link: https://www.youtube.com/watch?v=mSvEZo1CIko
Introduced across northern markets, this innovation is crafted for today’s fast-paced consumers who need an extra burst of energy to power through their day. Building on the brand’s long-standing promise, “Josh Jagaye Har Roz,” Tata Tea Agni is taking that spirit a notch higher – quite literally – with Extra Josh.
The launch is supported by two engaging TVCs that capture relatable everyday moments – from a working mother effortlessly finishing her daughter’s school project to a homemaker unpacking her new home in record time, all fueled by her cup of Extra Josh.
“With Tata Tea Agni Extra Josh, we’ve created a one-of-a-kind product that delivers extra energy while retaining the brand’s strong taste,” said Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products. “By adding natural caffeine, we’re reimagining tea’s role in supporting today’s dynamic lifestyles.”
Conceptualised by Creativeland Asia (CLA), the campaign celebrates homemakers as the true multitasking “Superwomen” of Indian households – unstoppable, energetic, and full of Josh.
By infusing tea with natural caffeine, Tata Tea Agni is expanding the beverage’s traditional role – from comfort and routine to performance and vitality – offering India a fresh reason to recharge with every sip.
