This Tamil New Year, Tata Tea Chakra Gold is back with a refreshed communication celebrating the ‘Tamizh way’ of life.
Conceptualized by Mullen Lintas and directed by V. K. Prakash, one of the most celebrated South Indian directors, the TVC depicts everyday scenarios of a Tamilian’s life.
The first film begins with a girl who runs late for her college, rushing downstairs to leave home, but cannot step out of home until her mother finishes drawing the kolam (traditional rangoli) in front of the door. Once her mother completes the Kolam, only then does the daughter get a green signal to step out. The film further showcases the right way of closing a banana leaf during a meal that shows satisfaction & delight at having the meal.
The second film starts by showing a Grandfather, who incorrectly makes the thoran and shows it proudly to his wife, who teaches him the ‘right’ way to do it. The film features multiple other Murais followed like ensuring the Pandhakal stands straight during auspicious occasions, ladies of the house being fully ready only when jasmine flowers adorn her hair- all of which demonstrate the importance of discipline, culture, and processes in Tamilian life.
Talking about the launch, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said, “Tata Tea Chakra Gold is a blend specially crafted for Tamilians and celebrates the Tamil way of life. Its refreshed campaign continues to evoke regional pride of Tamil Nadu that is rooted in understanding the importance of discipline and processes in the life of a Tamilian. By delving deeper into the vibrant culture of Tamil Nadu, we have unearthed newer situations that are celebrated in our new TVC that showcase this penchant for following processes. Similarly, Tata Tea Chakra Gold, also is crafted using rigorous process to deliver a blend that enables consumers to enjoy their cup of tea. We also felt that the Tamil New Year was the best time to launch the new campaign that celebrates the unique Tamil Way of Life.”
Sharing his thoughts on the uniqueness of the campaign, Hari Krishnan, CEO, Mullen Lintas, said, “Tata Tea Chakra Gold is not just any tea – it embodies the very essence of Tamilian culture. Just like the many traditional rituals that define the Tamil way of life. This marriage between the product and insight was what led us to craft a campaign that celebrates not these rituals but also the immense pride that Tamilians take in following them. Tata Tea Chakra Gold is already synonymous with excellence and authenticity. And we’re sure that the people of Tamil Nadu will resonate with this campaign”.
Agency Credits:
Creative Agency: Mullen Lintas, Bangalore
Creative: Arpan Bhattacharyya
Account Management: Lopamudra Bhattacharya, Chitranjana Sharma, Aayush Vij
Account Planning: Sushma Rao, Gargi Sarvankar
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