Society Tea, from the house of Hasmukhrai & Co., has assigned its creative duties to independent Black Swan Life.
There was no multi-agency pitch.
The agency’s mandate is to drive the 25-year-old Society Tea brand in India and launch new products under the Society umbrella. A national communication campaign is to be released.
Rasika Banerjee, communications strategist, Black Swan Life, said, “It is extremely exciting to be working on a premium Indian tea brand with strong loyalty and following across its customer base. The Society team is an innovative and passionate group of people who are constantly working to create new products and differentiated experiences for their consumers. We are looking forward to a long and successful partnership with such a dynamic brand and team.”
Karan Shah, director – business development, Society Tea, said,
We loved the fact that there were a lot of synergies between the thought process of the team at Black Swan Life and us. We wanted a lean agency that can think outside the box when needed and suggest ideas that are organic as opposed to the run of the mill ideas that have been pitched to us from time to time. We feel they won’t force ideas down our throats but instead work out a plan to launch products in conjunction.”
Hasmukhrai & Co. has been in the business of blending tea since 1933.