Mumbai: Homegrown tea brand Jivraj9 has launched its fifth television commercial (TVC), continuing its distinctive storytelling approach featuring veteran actor Neena Gupta. The latest campaign celebrates individuality, confidence, and the freedom to make personal choices.
The TVC presents a playful intergenerational moment between a granddaughter preparing to film herself in a party outfit and her grandmother, played by Neena Gupta, who walks into the frame holding a steaming cup of Jivraj9 tea. The duo soon break into a lively exchange filled with humorous generational references, set to a rhythmic background rhyme that forms the campaign’s central narrative.
The rhyme weaves together contrasting cultural cues across age groups, with lines such as “60 mein bhi red lipstick lagaye… sharam, sankoch vo kya hota hai bhai?”, “Matcha bhi try ki but God I’m gonna gag!” and “24×7, it’s slaying time.” The sequence culminates in the brand’s message: “Hold My J9, It’s My Time… My Choice, You Gotta Try.”
The campaign aims to highlight self-assurance and individuality while positioning Jivraj9 as a beverage that reflects authenticity and confidence.
Speaking about the newly unveiled TVC, Pathik Viren Shah and Rushabh Viren Shah, Executive Directors, Jivraj9, said, “With the 5th TVC, we at Jivraj9 aimed at underscoring the idea of owning your choices and expressing yourself without hesitation. Jivraj9 tea embodies the same thought and is ideal for those who live their life with confidence and genuineness.”
At the heart of the campaign is the brand’s emphasis on quality tea sourced from handpicked Assam CTC leaves, which deliver a strong, smooth, and flavourful brew. The tea is carefully sourced and freshly packed to retain its aroma and taste, reinforcing the brand’s focus on quality and authenticity.
With this latest campaign, Jivraj9 continues to build on its narrative-driven advertising approach, using relatable storytelling and cultural cues to strengthen its connection with modern consumers while highlighting its core product proposition.
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