Society Tea (from Amar Tea) launched an integrated campaign including three films on the theme ‘Woman for society’, as a part of its repositioning strategy. The campaign conceptualised by Flagship Advertising targets young and financially independent women who are the decision makers at home.
The films feature women from different walks of life, who excel at multi-tasking, follow creative pursuits and are drinkers of Society Tea. A film featuring Gayathri Govind begins as a black and white film and shows her performing the Indian classical dance of Bharatnatyam. The film is interspersed with frames of her working on a computer and conversing with a colleague at work place. The film then moves to tea being poured from a kettle into a cup and has Gayathri sipping from it. The film ends with a super that reads, “Gayathri Govind - Dancer. Innovator. Engineer. Society Tea Connoisseur.”
Another film features Purva Naresh, a writer, director, musician and teacher, besides being a Society Tea lover. Simrit Malhi, a permaculture specialist and green crusader, is shown gardening on her terrace and then enjoying her cup of Society Tea.
On the repositioning, Karan Shah, business development, Amar Tea, explained, “The young woman in India has fast progressed from being independent to being an influencing change. She is a role model today, not just someone who is financially independent or standing up against the male dominating society. She is someone who is influencing society as a whole with her creativity and her passion. That is the huge progression. Our re-positioning stems from the mindset that these women need to be celebrated.”
On the brief, he added, “Our research showed that the time had now come to gain greater engagement among younger women and the young housewife. This is because of the increasing number of nuclear families these days, where the young housewife is now the decision maker for household groceries as opposed to the mother in law being so in yester years. This younger housewife needs to be reminded about our brand and what it stands for. This doesn’t mean the older generation of housewives are ignored with our campaign, it simply means the paradigm of focus has been extended to the younger generation as well.”
On the brief, Adrian Mendonza, creative director, Flagship Advertising, said, “The brief from the client was pretty clear in the sense that they were looking for a fresh approach to widen their market and they also wanted a larger pan India presence. The client was very clear that it wanted to attract younger women to try out the brand for the first time. The task was very clear cut – to attract a younger audience and induce trial without alienating the brand from its already existing core segment of elder women.”
“We decided to create a completely women-centric campaign and show women who are doing things to lead society. We said, ‘Let’s look at tea as a creative stimulant’ and feature women who are doing creative as well as meaningful things. So we looked at women who are in theatre and who are into dance and who multi-task in a creative way. That was the profile of women we wanted to feature in the campaign,” he added.
The ‘Woman for society’ campaign straddles OOH, and digital media through Twitter, Facebook, YouTube and a micro site. The brand, to attract a younger audience, has also created a music property ‘Chaiwala Session’ featuring various musicians, which is visible on its Facebook page and YouTube channel. Society Tea has invited women to send in their profiles so as to feature in the future communication of the brand.
Client: Amar Tea (Society Tea)
Creative agency: Flagship Advertising
Creative head: Sunil Mahadik
Creative director, scriptwriter: Adrian Mendonza
Producer: Magic Hour Films
Director: Vittorio Baldini
Client servicing (Society Tea): Amar Kulkarni