Tata Tea has unveiled a new campaign celebrating the completion of 25 years for the brand in Kerala. Created by Saatchi and Saatchi Bangalore, the television commercial went on-air on December 25 and will continue till the end of January 2011.
The TVC begins with a young girl preparing for her violin performance while her parents look on. Her mother gives her Kanan Devan tea, and the scene shifts to curtains opening on the stage. While the music begins, viewers are shown a flashback of the girl’s childhood where she is rejected for sporting activities. Her dad presents her with a violin, which she learns and is performing in front of an audience. It is then revealed that the girl is disabled and is on a wheelchair, while the audience appreciates the performance. Voiceover comes in to announce that “when you’re not alone, no challenge is too difficult”.
Elaborating on the thought process for the campaign, Vinod D’sa, creative director, Saatchi & Saatchi, said, “Talking to our core consumers - women, especially housewives across Kerala, we realised that, for them, life is always a struggle. They’re always striving to do more for their husbands, their children and their extended families. But, what keeps them going is an indomitable spirit – a determination to do what has to be done, no matter what it takes. And, most said, what helped keep their spirits up was a bracing cup of tea.”
“So, we decided to celebrate twenty five years of this indomitable spirit, and show how Kanan Devan has been a part of it,” he added. D’sa informed that the initial run for the campaign is for four weeks, after which it might be continued. The messaging is also being supported by POP and press advertising.
Agency: Saatchi and Saatchi, Bangalore
Creative directors: Ramanuj Shastry, Vinod D’sa
Copywriter: Vinod D’sa, Pradeep Kumar
Art director: Pradeep Kumar
Account management: Naresh Sah
Coordination: Tatvika Nair
Production house: Rajiv Menon Productions
Director/Cinematographer: Rajiv Menon