Tang’y’ negotiation assures mothers of added fruit, vitamin and iron

Mondelez International (Cadbury Kraft) has launched a TVC to promote the new fruit version of its beverage brand Tang. The film created by Bates CHI went on air in early March and revolves around the negotiation that takes place between a group of children and their mothers.

The film opens with a group of children gathered to protest against ‘Mummygiri’. Asked about their demand, one of the children says that as time spent studying has increased, the time allocated to playing should also increase. He says that they will play from 4 pm to 6 pm in the evenings. One of the mothers agrees to their demand and says that they must also study for two hours after playing. After consulting his friends, the boy says that before playing and studying the mothers should give them Tang. She agrees and the children break into a loud cheer. The other mothers huddle up and are concerned that they will have to give the children Tang daily. The negotiating mother explains that the new Tang contains fruit and the other women are delighted that their kids will gain the benefits. The voice over explains that the new Tang contains fruits (mango, lemon and orange), along with vitamins A, B, C and iron. The TVC ends with the mothers serving their children glasses of Tang while a super reads ‘Tang acchai ko rakhe taaza’ (Tang keeps the goodness afresh).

On the campaign, Narayan Sundararaman, director, beverages, candy and gum, consumer insights, Mondelez International, said, “Tang has been a great success story for us ever since its launch in India and kids love the taste of Tang. Their favorite drink, which is available in three flavours of Orange, Lemon and Mango, has now been made even more delicious, with added fruit powder and vitamin goodness. The TVC captures a very powerful slice of life moment in the mother-child relationship and presents a new parenting insight. It hits the mark and communicates the brand message in the most engaging and interesting way. This new TVC will kick off the season and we believe that consumers will see an instant connect with the real life situation played out in the TVC.”

He added that the launch is being supported by heavy marketing investments. Besides advertising, on-ground engagement, differentiated point of sale execution and public relations will be carried out.

Sagar Mahabaleshwarkar, CCO, Bates CHI, said, “Being a father of a 10 year-old daughter, this situation replays itself almost every day at home. Kids find new ways to negotiate with their parents. Mothers too give in to the demands as long as the demand is just. This has interestingly been used in our new Tang communication. Sincerely hope moms and kids will enjoy this communication.”

Credits:
Client: Mondelez International
Creative agency: Bates CHI
Chief creative officer: Sagar Mahabaleshwarkar
Production house: Code Red Films
Film director: Gajaraj Rao