A Potpourri of Vestiges Feature
The Tea Society Called India. Society Tea’s latest brand campaign celebrates this unifying and proudly home-grown tea drinking culture across the length and breadth of our country. The Tea Society Called India campaign aptly depicts the brand thought when one interchangeably cites ‘Society Tea’, it reads ‘Tea Society’- the ultimate societal truth that defines India and Indian-ness.
If there is one thread
that binds us unequivocally as a nation, no matter what our differences may be,
one ritual that truly symbolizes ‘unity in
diversity’, and one common language that transcends regional
distinctiveness, it is our love of tea. Being innately Indian is
synonymous with starting the day with a steaming cup of chai—be it a time held,
homemade recipe, or that of the ever-dependent taprichaiwallah around the bend near the office building, tea is a
constant in our lives.
Known in the country
and internationally for its impeccable sense of taste, Society Tea, the premium tea makers and a celebrated household name
has launched its latest brand campaign,
The Tea Society Called India. Society Tea’s latest brand campaign celebrates this unifying and proudly home-grown tea drinking culture across the length and breadth of our country. The Tea Society Called India campaign aptly depicts the brand thought when one interchangeably cites ‘Society Tea’, it reads ‘Tea Society’- the ultimate societal truth that defines India and Indian-ness.
Commenting on launch of
the campaign, Karan Shah, Director,
Society Tea said, “The idea of this
passionate campaign- The Tea Society
Called India, emerged serendipitously from the brand name itself, Society
Tea. The Intent with this campaign is to celebrate the tea drinking culture across
the length and breadth of India. Society Tea has always strived to maintain a
consistent quality with infallible taste.
Our travels whilst executing this campaign across several regions in
India is testimony to our passion for quality. The campaign is a perfect
amalgamation of people who are unique and diverse as it perfectly captures our
brand footprint across incredible India.”
To
essay a wonderful human interest brand story campaign idea, the right set of
photographers and filmmakers were arduously handpicked for lyrical,
‘documentary’ style of photography and film.
The Tea Society Called
India
campaign features photography mavens- Palani
Mohan, a Hong Kong based award-winning photographer with a wealth of
experience and Rakesh Haridas, whose
Instagram feed showcases a truly unique style of photography. These mavens
covered the length and breadth of India, right from Kanyakumari to Kashmir and Meghalaya
to Mumbai. Between endless cups of tea, all-nighters and travel secrets,
this human interest campaign was spearheaded by Sachin Pillai, a young and dynamic director from the film
production company, Epitome.
To promote this
campaign, Society Tea has rolled out a visually appealing and extremely
engaging on air campaign film. The campaign will further create a new benchmark
in reaching, capturing and engaging audiences across the country with its
innovative photo essay outdoor media campaign, on-ground associations, live
micro site featuring the amazing body of work among others.
The Tea Society Called India
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