Tata Tea Premium is out in the market with a new piece of communication centered around its message 'Jaago Re', adapted this time to align with the product which claims to bring big and small leaves together to make a perfect cup of tea.
Sticking to the 'Jaago Re' philosophy, the campaign stresses that larger issues like voting and fighting corruption are key virtues, but it's critical to fulifill smaller duties - like sticking to traffic rules.
The film, shot in Dariya Mahal, Versova, shows a man returning home on a motorbike with two other friends. On entering his house, his wife asks if he is done with the day's quota of meandering around. To this, the husband, in a triumphant tone, informs her that he just performed a big duty - that of voting. The wife offers him tea made of only big leaves in return. On being questioned, she explains how he forgot the smaller duty in this whole scheme - the duty of following traffic rules. Enlightened, the husband smiles coyly. The TVC ends with the wife's remark: Completion requires both big and small elements, be it for tea or one's duty.
Amer Jaleel, national creative director, Lowe Lintas, said, "This TVC takes the concept of 'Jaago Re' to the next level. It explains that the philosophy doesn't confine itself to voting alone. It is a step forward in evolving what the brand stands for."
Anaam Mishra, executive creative director, Lowe Lintas, commented, "The brief was exactly what it was last year. We had to combine the 'Jaago Re' philosophy with Tata Tea Premium only that this time one had to communicate a small and big leap in the same piece of communication. We had to think of something that would further extend the essence of 'Jaago Re'." The campaign doesn't take up a large issue this time but it takes up a dominant issue, he added.
The TV-led campaign would not have a significant presence in print. There will also be activity on the Jaago Re website and some outdoor activation in the form of signages and in-shop activation, in tier-2 cities.
Mishra explained, "The target group for this campaign is the commoner living in Meerut and Kanpur. And these areas have more TV viewership than print readership, therefore, there might be that one odd print ad communicating an offer but the campaign would largely cover TV as a medium."
Mishra said that the day-long shoot held in Versova went on without any hassles. "We have been working with the same team for about three to four years now, and therefore the chemistry gets better and better each year. The team effort pushed the script's strength beyond expectations on the sets of the shoot," he added.
Client: Tata Global Beverages
Agency: Lowe Lintas
Creative: Amer Jaleel, Anaam Mishra
Servicing: G.V.Krishnan, Aejaz Khan, Rajiv Chatterjee, Kunal Madhavdas, Mainak Bag
Planning: Vikram Satyanath, Gulshan Singh
Production house: Chrome Pictures
Director: Amit Sharma
Producer: Prafull Sharma
Cinematographer: Tapan Basu
Media agency: Madison Media