Lowe Lintas has created a new film on the 25th anniversary of Tata Tea, which continues the ‘Jaago Re’ proposition. The campaign titled ‘Soch Badlo’ continues its battle against corruption, and is also now focused on strengthening the brand’s connection with the women who buys into their brand.
The film begins with a man, who had just read the daily newspaper, talking in a frustrated tone about the daily dosage of news reports about scams. As he asks his wife for a cup of tea, she asks him to take a look at the boiling water and talks about the need to look at the turmoil in the actual vessel in which the tea is prepared do we get an enjoyable cup of tea. She uses this as a metaphor to explain that turmoil is good. She adds that just like turmoil in a vessel ensures and guarantees a wonderful cup of tea, so does turmoil in our nation makes us notice what we would not have otherwise.
Elaborating on the objective, the agency spokesperson explained, “This objective was squarely in the realms of our Jaago re campaign idea that had for long crusaded against corruption. Secondly, we needed to strengthen our connection with the woman who buys into our brand. We needed to portray her as a mature sensible and wise protagonist who is able to lift the shroud of negativity in our nation and clearly see that there was some good in it for all us. For the nation. In the middle of uproar, hers had to emerge as the voice of reason. Thirdly, our nation’s aura had taken a bit of a beating. As a brand, we aimed at doing our bit at saluting the nation for all the other good things that were happening around us. Bruised as it was, we wanted to emphatically lend our moral support to our nation as it did battle against corruption.”
Creative: R Balki, Amer Jaleel, Anaam Mishra
Planning: Vikram Sathyanath, Gulshan Singh
Account management: GV Krishnan, Aejaz Khan, Rajiv Chatterjee, Kunal Madhavdas, Mainak Bag
Production house: Chrome Pictures
Director: Amit Sharma