Tata Tea highlights choti-badi composition with a family reunion

Tata Global Beverages has rolled out a TVC for its Tata Tea Premium brand. The ad film has been conceptualised by Lowe Lintas. The campaign will be supported with digital as well.

 

The ad film is set in a living room where the elder daughter of the family is paying her folks a visit. She helps her father try out sunglasses she has bought for him. Just then, the doorbell rings and the younger daughter comes bounding in and joins them on the sofa. The younger girl gets busy claiming her gifts from the elder. The father is seen enjoying a cup of tea and having the family together. He remarks, ‘Aaj aaya na chai ka asli mazaa. Choti badi saath jo aa gayi hain (Today is when the tea is really enjoyable, with the younger and elder here together), referring to his daughters. His wife seems to disagree and gets up to fetch the real reason why the tea is enjoyable – Tata Tea Premium with ‘choti’ and ‘badi’ tea leaves. The ad film ends with the product showcase and the brand sign off.   

 

Rishi Chadha, head - tea marketing, Tata Global Beverages, said, “Beyond offering teas with consistent and superior quality, Tata Tea has over the years deepened its bond with consumers through some impactful messaging and communication. We have a highly differentiated product offering in Tata Tea Premium. It is the right combination of badi patti (big tea leaves) for swaad (taste) and choti patti (small leaves) for kadakpan (strength). We wanted to talk about what makes our brand unique to tea drinkers, so that they can make an informed choice when buying tea. We believe that ‘Chai ko jaanoge to jaagoge’ (You only know when you know your tea).”

 

Amer Jaleel, chairman and CCO, Mullen Lintas, adds “As part of its product-based strategy, Tata Tea wants to 'awaken' people to the fine touch of its popular tea brand. We wanted to capture this in an equally nuanced manner, telling little stories of family and home. Tata Tea Premium has the challenging job of delivering the 'choti patti badi patti' promise in a refreshing manner while talking to a wide audience. We have chosen the 'large-hearted family guy' to make this point. He goes with the flow of gushing emotions to proclaim that the tea is truly special today since he’s in the company of both his daughters. The missus sweetly begs to differ, and points out that he may probably be under-appreciating the role of the tea leaves in his 'filmy' dialog-baazi. The crafting of this blend is done with a level of expertise and we are expecting women to relate to our offerings.”

 

The campaign will be supported by digital, informed an official statement.

 

Credits

 

Client: Tata Global Beverages 

Creative agency: Lowe Lintas

Creative: Amer Jaleel – Chairman and CCO, Mullen Lintas (formerly NCD – Lowe Lintas), Sagar Kapoor and Gautam Ved

Account management: Ayyappan Raj, Sonali Khanna, Pritish Wesley, Robinson Thomas and Tanya Khurana

Planning: S. Subramanyeswar, Vishal Nicholas, Sujit Patnaik

Production house: Hot Films

Director: Abhishek Kapoor

Media agency: Maxus  

PR firm: Rediffusion/Edelman

Exposure (mediums used): TV, Digital