Case Study: Kanan Devan Tea achieves massive social engagement and 4.9M reach with Unmetric

Kanan Devan Tea - Customer Case Study

Tata Tea Kanan Devan, a heritage tea brand from the Western Ghats, faced a crowded local market with international and established players and needed a contemporary way to connect with consumers, grow organic social engagement and identify the content that resonated best.

They ran Photography Escapade II — an influencer-led photographer contest and estate experience shaped by Unmetric insights from the prior year — using a content bank, a 360° drone film, pre-launch Instagram activity and a ScoopWhoop partnership. The campaign delivered strong results: Facebook reach 4.9M, Twitter 370K, interactions (Facebook 450K, Twitter 75K, Instagram 15K), 800 unique entrants and 2,500 images submitted; #PhotographyEscapade2 trended nationally, the winning image became a limited-edition tea pack, and Unmetric enabled ongoing engagement benchmarking and content optimization.

Kanan Devan Tea

Sushant Dash

Regional President Tata Global Beverages