Hindustan Unilever has rolled out a campaign for its tea brand Brooke Bond Taj Mahal.
The campaign is titled 'Fursat waali chai' and features vocalist Nirali Kartik. Through a conversation between Kartik and her tea, the film's message is to hit the pause button, when life becomes hectic.
Shiva Krishnamurthy, vice president, tea and foods, HUL, said, “For 30 years, Brooke Bond Taj Mahal has promoted Indian classical music through memorable and iconic advertising. Through our latest TVC, we urge people to steal moments from their hectic lives and revel in their own company. Nothing could evoke that feeling better than a cup of Taj Mahal tea and the soulful rendition of Asa Mand by Nirali Kartik.”
Harshad Rajadhyaksha and Kainaz Karmakar, chief creative officers, Ogilvy India, said, “This is a film for the senses. It is a romantic expression of every tea lover’s alone time with their best cup of tea. Music runs through the blood of this brand and will always be a very carefully crafted piece. Nirali Kartik’s voice and Prakash Varma’s vision transport us to some magical moments in this film.”
Brand: Brooke Bond Taj Mahal
Creative agency: Ogilvy Mumbai
Chief creative officers: Harshad Rajadhyaksha, Kainaz Karmakar
Creative team: Fritz Gonsalves, Jayesh Raut
Account management: Nikhil Mohan, Aparna Mody, Nayanika Prasad, Pooja Bhavsar
Account planning: Prem Narayan, Priyanka Nair, Meghna Sethy
Production house: Nirvana Films
Director: Prakash Varma
Producer: Sneha Iype
Music: Taufiq Qureshi
Singer: Nirali Kartik