Tang has taken the heat right on with its new campaign - "see no evil, speak no evil and hear no evil".
The campaign created and conceived by Bates Asia portrays how kids are environmentally conscious and they don't shy away from making a difference to the society they live in and that Tang keeps this goodness fresh in their mind and body.
The TVC shows a bunch of kids recycle waste material to make three giant installations that look like Gandhiji's monkeys. The background score keeps pace with the theme that exuberates energy coupled with goodness.
Commenting on the idea behind the campaign, Sagar Mahabaleshwarkar, national creative director, Bates Asia, said, "Tang has been doing highly interactive campaigns across the world. The idea was to show how there's goodness in kids and Tang fillips that goodness and keeps it fresh."
Mahabaleshwarkar added that the campaign will actually lead to a bigger activation idea in the near future in order to extend this bigger message of protecting the environment.
Mahabaleshwarkar shared how the entire crew had to be careful while shooting for this ad. The TVC was shot in different parts of Mumbai over a period of three days. "We had over 250 kids running around the city and we had to make sure no accidents happen," he said. In addition to that, getting the three monkeys made out of trash was no less arduous a task for them but he said that the process of making the 32 feet monkeys look realistic was exciting. "It took us five to six days to get that installation up and by the end of it, it looked extremely charming," he mentioned.
Client: Kraft Foods
Agency: Bates Asia
Creative team: Sagar Mahabaleshwarkar, Juhi Chaturvedi, Hemant Sharma, Trishna Parkash
Account planning: Dheeraj Sinha, Jasmeeta Agarwal
Account management: Tiraz Balaporia, Sachin Ramchandani, Manali Sanghvi
Films: Tasneem Rajgara
Production house: Ramesh Deo Productions
Director: Vishal Gehani