Tetley Green Tea Immune, a green tea brand, has announced the launch of its new brand campaign #everyBODYcan, which calls out stereotypes often associated with a person’s fitness based on their body type.
The campaign encourages women to look beyond surface-level fitness and embrace their body type while working towards staying fit from the inside out. It emphasises that an individual is more than their body type, and their external appearance is not necessarily an indicator of their fitness.
The film showcases real and relatable women of different ages and body types who surprise the judging eyes of onlookers with what they are capable of doing. Through the experiences of several such women, the film empowers viewers with the belief that they too can do more than what others may perceive they are capable of. The film ends with a powerful message that challenges the stereotypes associated with various body types: ‘My Body Can, Your Body Can, Every Body Can.
Talking about the film, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said, “Tetley green tea is one of the leading players in the green tea segment in India that supports, and advocates feeling fit vs. just ‘looking fit’. Keeping this approach in mind, we are constantly working on bringing differentiated offerings with our Tetley Green Tea Immune with added Vitamin C range. Through this latest campaign, we want to remind people that if somebody thinks your body doesn’t fit a perceived ‘ideal standard’ then you should not feel bad about it or let it affect your confidence. #everyBODYcan campaign encourages people to focus more on body positivity by breaking the stereotype that only outer appearance equals fitness and confidently embrace their body type with a focus on feeling fit from inside.”
Sagar Kapoor, Chief Creative Officer – Lowe Lintas, said, “This isn’t another campaign for the team on either side. #everyBODYcan is an initiative by Tetley Green Tea that intends to change the way a particular body type is stereotyped by the society at large. While still standing true to the premise of fitness, #everyBODYcan says fitness goes beyond just the shape or size of a body. While this campaign should encourage more and more people to have such conversations, you’ll hopefully see this initiative get bigger and stronger in the coming time.”
Watch the film here:
Agency Credits:
Agency: Lowe Lintas, Bangalore
Production Credits:
Production House: Crazy Few Films
Director: Sharat Kumar
