Mumbai: Jivraj9, an Indian tea brand, has unveiled a new campaign starring acclaimed actor Neena Gupta, built around its distinctive brand thought — “Kadak Hai, Kadwi Nahi.”
The campaign marks a key step in the brand’s ongoing national expansion, supported by a strong omnichannel presence across e-commerce platforms, marketplaces, and quick commerce channels. With this latest film, Jivraj9 brings alive the belief that strength need not come with bitterness — a thought that applies as much to life as it does to a cup of tea.
Over its eight-decade journey, Jivraj9 has been known for delivering robust, premium Assam tea with a rich aroma and consistent quality. The brand has long stood for authenticity, resilience, and everyday strength — qualities that resonate with modern consumers seeking depth without harshness.
In the campaign film, Neena Gupta personifies this philosophy, encouraging individuals to assert their self-worth with clarity, confidence, and warmth. The message reflects the brand’s core proposition that being kadak (bold) should not mean being kadwi (bitter), blending cultural nuance with contemporary consumer insight.
By bringing together a respected cultural icon and a socially relevant message, the campaign reinforces Jivraj9’s effort to balance tradition with modern relevance. The communication highlights how strength — like a well-brewed cup of tea — can energise and uplift without leaving a bitter aftertaste.
Jivraj9’s brand storytelling has consistently positioned tea as more than a beverage, but as a companion to life’s shared moments, struggles, and connections. Previous campaigns such as ‘Sangharsh Ka Saathi’ have underscored how tea binds generations through emotion and memory.
Speaking about the brand’s latest campaign, Pathik Viren Shah and Rushabh Viren Shah, Executive Directors at Jivraj9, said, “With this new campaign, we extend that tradition expressing a simple yet powerful insight: confidence can be strong without being bitter. Just like our tea, robust yet smooth, we wanted a narrative that resonates with both older generations who have lived wisdom and younger audiences who seek authentic expression today. Neena Gupta’s timeless presence brings this idea to life with warmth, relatability, and generational appeal.”
Talking about the association, Neena Gupta said, “What drew me to this campaign was its heart — it nudges people to speak up with clarity and confidence, without harshness or pretence. This message feels both personal and universal: whether you’re starting your day or taking a moment with loved ones over a cup of tea, being true to yourself is a strength worth celebrating. I’m delighted to collaborate with Jivraj9, a brand that honors tradition while making its voice relevant for today.”
Khushboo Solanki Sharma, Founder, Zero Gravity Communications, the agency behind rolling out the campaign, said, “Great advertising is always rooted close to a brand’s value proposition. The insight for this campaign emerged from deep, honest conversations with the core Jivraj9 team. Our role was to translate that clarity into a story that feels impactful yet authentic. When an agency works closely with a brand over time, understanding its ethos becomes second nature and that’s when communication starts feeling effortless, not constructed.”
The TVC, part of a series featuring Neena Gupta as brand endorser, is being rolled out across television and digital platforms as part of Jivraj9’s broader strategy to engage consumers through emotionally resonant, intergenerational storytelling.
The campaign has been conceptualised and executed by Zero Gravity Communications, Jivraj9’s integrated marketing solutions partner. The brand plans to release more films across platforms, highlighting its diverse product portfolio and deep cultural connect.
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