The Tang Brand Journey, a popular powdered drink, won over a significant market in India through an innovative and entertaining advertising process. Because of its ties to space travel, Tang is more than just a beverage – it has carved out its place in many peoples’ memories of summers. In this blog, we analyze the ways in which Tang developed its brand in India over the years with the help of clever marketing, appropriation of culture, and in depth understanding of the market.
The Origins of Tang – A Drink that “Owed Its Existence to Science
Tang, like many popular products has a long history that stretches as far back as its scientific conception in the 1950s. The invention was created by William A. Mitchell, a food scientist at General Foods Corporation, in 1957. Originally, Tang was introduced to the people as a powdered citric drink mix. The product, however, made an impact in 1962 when NASA used Tang on John Glenn’s Mercury flight. There was also the notion that the drink was invented for space travel, a myth that formed after astronauts used Tang in their missions. By 1968, Tang was promoted as an additional Life Support System for an astronaut claiming it has more than just fuel purposes.
Thanks to their relationship with NASA, Tang became a popular product across the world, continuing to advertise it as a beverage “used” by astronauts thus marketing it as a futuristic product. At the same time, the Tang brand wanted to reposition itself and focus on everyday customers. This focus on ordinary people lead to the entry of Tang into the Indian market.
Tang Gets Going in India – Market Entry Strategy and Evolving Brand Perception
For the Tang Brand Journey, the India entry was both an adventure and a struggle. The Indian beverage market was already penetrating with great companies that had well-established their names like Rasna. Although later than some of the other competitors, Tang did make it to the market and aimed to achieve more through a better strategy to selling its products. The Indian endeavors of Tang commenced in the year 2001, however, it was only in the year 2005 that Tang products could be found on shelf via third part distribution.
Tang attempted to position itself as a value-focused premium product with many consumers in India. In the brand’s perspective, it was about providing a taste that was fruity in powder form that is both thirst quenching and health boosting. Such a mindset was given real marketing support when Tang was promoted as a well balanced health drink containing essential vitamins like Vitamin C, Iron, Zinc etc. The daunting task of competing with brand strategies of established rivals like Rasna was met with a phenomenal new introduction of Tang which enabled Tang to stand out from its competition from the very beginning.
In the timeframe of 2010-11, Mondelez India who was first known as Cadbury India took over the brand. They started manufacturing the products locally and were able to roll out innovative products that made it easy for Tang to appeal to the locals. Eventually, Tang started changes and additional new flavorsinto try and new product variants to stay relevant with the Indian market.
Tang’s Advertising and Marketing History in India
As Tang became popular in the Indian market, the next paradigm for the brand was to start forming bonds with the consumers via many marketing campaigns. The advertising was so basic yet quite effective, utilizing TV and print cover to achieve maximum awareness and marketing health benefits. On the other hand, the brand understood that people can be able to connect to a larger market by convincing them in a different way through interactive and interesting engagements.
In 2012, Tang launched an intriguing campaign in grocery stores. During the campaign, “Rocket man”, an inflatable character dressed as an astronaut, was Romal’s major character in the Tang’s promotional activities in various metro cities such as Mumbai, Delhi, Pune, and Bangalore where Tang drinks were handed out to surprise shoppers. Since the main purpose of the entire marketing campaign was to gain attention and promote the brand, the ads were portrayed in a very entertaining manner to strengthen the brand’s image related to space after all it is a new product.
The Tang Brand Journey in fact did go ahead with the new products lines with the electrolytic tang which had the addition of thick, pulpy mango tang in 2012. There was an In anticipation of several such themes for Tang’s brand revitalization, every effort was considered to be working in the right direction. Tang was able to keep its audience engaged by constantly introducing new products that showed its dedication to the fiercely competitive beverage industry.
All marketing in Tang was not just about selling a product, but forging a bond, a relationship with the consumers. One such kampaaign was “Recycle” TVC developed by Bates Asia in 2012 which was one of the Seemingly Great Campaigns. It was subtler than others in integrating the product in the story, which was about enhancing environmental awareness. In this advertisement, a couple of children were shown doing things which they should do for protecting environment, thus establishing them as an unfortunate brand that takes social issues seriously.
Yet another engaging campaign was “Bachchon Ka Khel”, where the focus of the brand was on the subjects of self-dependence and how children can acquire the necessary skills for the self-dependence development, thus allowing Tang to be included in the growth of a child. This campaign found its respect and acceptance amongst Indian parents since it catered them both health and education for their wards.
Tang and the Festivities – Going Beyond Expectations
A decisive moment in Tang’s Indian advertising evolution was when it associated with local festivals. Back in 2017, Tang came up with a campaign called “Maa Ke Haath Ka Pyaar” during the Ramadan season. The mission of the campaign was to entice Muslims into consuming Tang after a long day of ‘Roza’, and to emphasize Tang as a family product. Having said that, this campaign sought to promote Tang as a replacement for Rooh-Afza – the traditional drink consumed during Ramadan, but in a fruity twist.
Tang’s Ramadan’s campaign is not just about selling; it is about connecting to consumers on a deeper level. The advertisement has studied the behavior of people who come together during one of the holiest months of the year and have kept the Tang message of togetherness over Tang firmly in their minds. Such emotional storytelling worked very well in India and helped position Tang as a wholesome and family beverage.
Tang’s Adaptive Strategy – Embracing Product Innovation To Influence the Indian Market
As per the company’s views, product innovation has been one of the cornerstones of Tang’s success in India. Through the years the brand has launched several flavors to address the taste preferences of Indian consumers. For instance, Tang launched the Litro pack back in 2017 which made it simpler for consumers to use a glass of Tang. Easy for busy mothers, the Litro pack further enhanced Tang’s image as a brand that cares for its consumers.
For the purpose of increasing consumption, Tang also launched new recipes for smoothies, immunity punches and ice pops for the creation of an interesting interaction with the consumers. During the time of lockdown with COVID, these recipes were used as means of marketing Tang’s products by encouraging the consumers to stay at home and enjoy Tang. It was also the time when Tang demonstrated its flexibility while remaining committed to introducing different ways of using Tang to the audience.
Tang’s Digital Marketing & Social Media – All Set to Conquer the Virtual Worlds
Even though The Tang Brand Journey has been using the more aged modes of advertisement, it hasn’t been blind to modern networks that allow it to be in contact with the audience. Gradually, the brand’s presence in the social networks like Facebook, Instagram, and YouTube is increasing. The brand utilizes such platforms in order to interact with the target audience by organizing competitions on the occasion of holidays, posting prepared dishes, or using the help of social networks to promote the product.
Tang partnered with renowned chefs who prepared exclusive recipes featuring Tang as a centerpiece. These alliances have been beneficial to the brand’s relevance and presence within the ever-growing digital landscape. Also, for their social media; Tangs accounts are full of contests, product launches, on ground activities’ news like – “Tang Carnival”.
The Future of Tang in India
Tang has not only sights on growth and more innovations in India, but also on expansion of its market share over there. The homegrown rivals have posed challenges to the brand but marketing persistence, health positioning as well as product development have helped the brand achieve a foothold. In light of the increasing population focus on health and natural products while tang shifting its positioning in accordance with the rising trends should ensure the companys success.
The Tang Brand Journey advertising journey in Indian markets has been an adventurous one in the areas of imagination, creativity, culture, adaptation and a promise of providing healthy and tasty beverages to the people of India. Today, the viewership of millions is held captive by the strong visions created by the brand, whether it is through the engagement of Tang’s cool and social campaigns or the occupation of Tang in product development. After more than ten years operation in India, the world of Tang, the company which “adds magic to water” will obviously be in existence for a long time to come.
