Tata Tea has released a ‘Power of 49’ campaign for the re-launch of its brand Tata Tea Gold. The TVC created by Lowe Lintas and Partners went on air in mid-August.
The campaign continues with the brand’s ‘Jaago Re’ theme highlighting social issues in India. The latest campaign addresses women’s empowerment and draws attention to the fact that women form 49 per cent of the voter base.
The TVC revolves around a conversation between a politician and his wife. She comments that with elections around the corner, he would get busy. He hums in agreement and continues working without really paying attention, irking the lady. She asks him to make her a cup of tea. As the tea leaves open up, she asks him if his mind has opened up as well. She goes on to explain her statement, saying it’s okay if he ignores her but he cannot afford to ignore the female population that accounts for 49 per cent of the voter base. The politician wakes up to the fact before the film ends showing the Tata Tea Gold pack and a cup of hot tea.
Amer Jaleel, national creative director, Lowe Lintas and Partners, said, “Given the times we live in today, it is absolutely necessary for us to empower women. It is imperative that the world be told that women must not be treated the way they are, that they are a force to reckon with; especially politicians and governments who can do so much more to better the way things are for women in India, but aren't doing much.”
“This is what we set out to achieve with this campaign, by trying to open everybody's eyes, including those of women of course, with a simple but powerful statistic people are ignorant about - a massive 49 per cent of India's votes come from women. This means they are truly powerful; they can vote and make or break a government and the elections are just around the corner of course,” he added.
He added that the intent was to let women appreciate the power they wield, and come out and cast their votes in the next elections.
Client: Tata Tea
Creative agency: Lowe Lintas and Partners
Creative team: Amer Jaleel, Ateet Shroff, Keegan Pinto, Nitin Sawant, Shahvan Kaikobad, Sonal Mishra, Rushita Bhatadye
Business team: GV Krishnan, Ayyappan Raj, Kunal Madhavdas, Rumi Ambastha, Kshitij Mehra
Account planning: Vikram Satyanath, Russell John