Tetley nurtures internal wellness over stereotypes

Tetley has rolled out a campaign ‘#everyBODYcan’ to prioritise internal well-being over conforming to societal pressures. 

 

Conceptualised by Lowe Lintas, the film aims to celebrate the diversity of body types and fitness levels. It showcases slice-of-life moments of women from different age groups and body types. The film depicts how these women with diverse body types, surprise judgemental people by showcasing their capabilities. It ends with the slogan ‘my body can, your body can, everybody can’ to encourage women to challenge the stereotypes associated with various body types. 

 

Puneet Das, president - packaged beverages (India and South Asia), Tata Consumer Products, said, “Tetley green tea is one of the leading players in the green tea segment in India that supports, and advocates feeling fit vs. just ‘looking fit’. Keeping this approach in mind, we are constantly working on bringing differentiated offerings with our Tetley Green Tea Immune with added Vitamin C range. Through this latest campaign, we want to remind people that if somebody thinks your body doesn’t fit a perceived ‘ideal standard’ then you should not feel bad about it or let it affect your confidence. #everyBODYcan campaign encourages people to focus more on body positivity by breaking the stereotype that only outer appearance equals fitness and confidently embracing their body type with a focus on feeling fit from inside.”

 

Sagar Kapoor, chief creative officer, Lowe Lintas, said, “This isn’t another campaign for the team on either side. #everyBODYcan is an initiative by Tetley Green Tea that intends to change the way a particular body type is stereotyped by society at large. While still standing true to the premise of fitness, #everyBODYcan says fitness goes beyond just the shape or size of a body. While this campaign should encourage more and more people to have such conversations, you’ll hopefully see this initiative get bigger and stronger in the coming time.”

 

CREDITS: 

 

Client: Tetley

Agency: Lowe Lintas, Bengaluru

Production house: Crazy Few Films

Director: Sharat Kumar