Gemius, connoisseur of the marketing and branding domains, visualized and implemented an amusing #KadakHai campaign for Samaara tea. Samaara has established itself as the conscientious brand that is delivering supreme quality tea not just in India but in 25 other countries namely the USA, UK, Canada, South Africa, Singapore, Kingdom of Saudi Arabia, Kingdom of Bahrain, Qatar, UAE and many more. In India, Tea has always been a dominant beverage and Samaara is all set to conquer the Indian Market with its avant-garde flavours and unique aroma.
#KadakHai describes the quintessence of the struggle of Mr Kadak Singh in his chronicle to find a Kadak thing that could truly satiate him. After quite a few jocular but ineffective attempts, which included dhoop ki maar, bijli ki taar, lohe ke chole and even pehelwaan ke dole, he still could not find enough kadak in anything. But then, he stumbles upon Samaara Chai which finally brings his quest to an end. If your Chai is not kadak then you better go have a sharbat. Have Samaara tea as it is even approved by Mr. Kadak Singh. The campaign is designed to bring in the public eye, its strong flavour. To fulfil this aim, Samaara has, in an out of the ordinary way, used a humorous milieu, which was a completely new domain for a Tea campaign in India. The ad campaign is expected to win over the hearts of the people because of relatability.
The brand emphasizes catering to the fancy of the people who are accustomed to the traditionally made Kadak Chai. They are not affected even if you call it cliche because some things are better when not modernized. Samaara strives to deliver quality products. The quality and taste of the Samaara tea are unsurpassable. With the tea variants – Strong Aroma, Loose Green Tea and Instant Tea Premix, Samaara has made an impact globally.
The campaign was shot at the Madh Islands in Mumbai. Shooting during the covid times was certainly a difficult task but a lot of precautions and safety measures were undertaken to ensure no serious harm is caused because of the shoot.
The script demanded a fun crew and great comic timing. Mr Sham Mashalkar (aka Kadak Singh), the lead actor, was cast with a thought to bring in the perfect comic timing and to ensure proper justice is made to the character. All the other side and supporting cast have been properly curated as well. The film was shot with an efficient Cinematographer and DOP as well as a much experienced Director.
When speaking about the campaign with Dheer Shah, CEO, Samaara Tea, said “The tea industry is largely dominated by campaigns which are driven by emotional values and family bondings. We at Samaara Tea do understand the values associated here and believe that tea does create endless bonds but at the same time, it also adds up a gush of energy in you and gives you an amazing experience. We worked on this very thought and decided to bring in a campaign that can talk about the freshness and kadak thought that our Samaara Tea brings for the consumer.
In the current times, the entire globe is going through a tough situation. The real Kadak Singhs of the society today are the front line workers, the young entrepreneurs, the teachers, the leaders, the social workers, the philanthropists, and all the strong men and women who are facing difficult times but standing super strong, fighting, every day. This campaign is a salute to all the courage and valour we see around us and we would also want to spread the message that how a cup of kadak tea can actually help in calming your nerves and help you get back in action. ”
Saurabh Pacheriwal, Co-founder & Captain, Gemius said, “When brainstorming about a campaign creation which brings out a different approach and enables a quirky dialogue around tea, we decided to create a character which would symbolise the community of tea lovers. Yearning for a kadak cup of tea is something a lot of us understand and Samaara definitely offers that kick. We believe the campaign will offer a fresh perspective to the tea lovers and make them try the most kadak chai ever – Samaara.”.
