Tata Tea serves an anti-corruption punch in a cup
Category: tv, Impressive Ad, India, professional, Tata Tea, after only strategy, anti-corruption, beverages, tea, young india, Youth
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Tata tea sticks to its theme of a young and aware nation thats going to clean up the "system", and we get a very impressive follow-up after the voting wake up. The ad is potent enough to hallucinate the corrupt. The magic of repeated TV broadcasting(see ads do some good!) might actually make them take to tata tea even before its offered to them. Good for them!
There have been commercials targeted at the youth and their awareness, the youngistan and the like but by far this is the most hard hitting. Its taking this particular brand of tea to an iconic status and purpose beyond its utility. Position well secured I would say. Its giving a purpose to buy this product, if not for own consumption atleast to politely offer to someone as a gesture. From the facts provided at their website www.jaagore.com there is a big market ;). Check out the Hall of Shame.
I could be a devils advocate and say people will shy away from this saying we are not the types who need this, but the positives seem to overweigh. The percentage of such people who would feel proud of not taking to this could be lesser than who would.
How about if they actually gifted branded cups or vending machines to these offices?
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Comments
Fri, 09/11/2009 - 07:10
Tata tea pushing too hard?
The link between 'tea' and the campaign is fast dwindling I feel. This follow up ad catches attention - but does not have as much repeat value simply because the scenes and examples are so cliche. We have seen it all before - nothing new. To top it, the force-fit 'chai peeo' at the end - just does not work for me!
It is always a challenge to sustain a good campaign! I think Tata Tea needs to work a little harder to retain interest in their campaign.
Wed, 01/13/2010 - 00:00
I think its a fantastic
I think its a fantastic campaign, for one its not a series of ads - but a thought that has actually materialised into a camapign.. right from the "desh to chalane ka kaam" ad.
Think TOI, with the Lead India campaign, or Teach India or the current Aman ki Asha.. brands,especially lesser involvement ones like tea is have a challenge at their hands in terms of engaging with the consumer. In this case, by espousing a larger cause Tata Tea has managed to be a responsible brand, associate its brand with a larger cause and hence start a conversation with the consumer all at once.
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