TATA TEA Chakra Gold celebrates true Tamil culture with a Tamil Nadu-exclusive campaign
Bangalore, December 2, 2019: In a bid to celebrate the Tamil pride, not only about the language but as a way of life, TATA TEA Chakra Gold unveils a TN-exclusive campaign, conceived by Mullen Lintas.
Tamilians are proud of their rich culture that has many claims to fame; that of a rich literary legacy, iconic architecture, of Tamil being the longest surviving language, a vibrant cinematic culture and most importantly their contributions across all spheres such as art, science and corporate world . The driving principle of all such achievements of both, individuals and a collective, have been the principles of great discipline and a deep respect to tried and tested processes. Driven by quest for perfection, Tamilians take great pride in their methodical approach to all things in life and an eye for great detail. The new Chakra Gold campaign for Tamil Nadu is a celebration of this very uniquely Tamilian code of life that is evident even in day to day situations.
The film, conceptualized by Mullen Lintas, opens in a traditional meal area of a Tamil function where server, who is placing banana leaf in a certain direction, is stopped by his supervisor who shows the ‘right way’ of placing it. More such life illustrations follow, all showcasing the Tamil penchant for doing every little thing in a certain methodical way and the right manner. The film ends with a scene where we see the same penchant for process being demonstrated by a young boy who copies his father in tying a veshti around his waist, diligently. In all these situations, the most interesting character is played by the VO of an uncle, obsessed with Tamil processes and corrects people whenever they make a mistake. He is the uncle in every Tamil household whose perception in the family is like a custodian of Tamilian code of life and someone who doesn’t hesitate in calling out the mistake even in most harmless situations. When it comes to the process of making good cup of tea, the ‘Uncle’ recommends Tata Tea Chakra Gold as the tea for Tamilians. Film ends with showcasing all protagonists enjoying the perfect cup of Tata Tea Chakra Gold.
Commenting on the campaign in Tamil Nadu, Puneet Das, Vice President-India, Tata Global Beverages says, “Tata Tea Chakra Gold is a blend specially crafted for Tamilians and celebrates the Tamil way of life. Its new campaign is about evoking regional pride of Tamil Nadu that is rooted in understanding the importance of discipline and processes in the life of a Tamilian. Similarly, Tata Tea Chakra Gold made from a rigorous process enables consumers to make the perfect cup of tea”.
Highlighting the insight behind this campaign, Chief Creative Officers at Mullen Lintas, Garima Khandelwal & Azazul Haque, said “Regional insight and truth of inherent everyday behaviour that evokes pride and empathy as a reason to consume Tata Tea Chakra Gold. It positions the brand as a ‘go to’ tea by keeping the consumer at the center using the analogy of the process followed for making it. Similar to the people of Tamil Nadu who drink it, making it the ‘tea of the state’. Simply and beautifully told through the voice and visual grammar that is natively Tamil Nadu.”
The brand’s new campaign combines the logic of 'processes' and the emotion of ‘regional pride' with a touch of witty storytelling and relatable instances for every Tamilian.
Duration: 40 Seconds
Link to TVC: Tata Tea Chakra Gold : The Tea of Tamilians
Creative Agency: Mullen Lintas
Creative Team: Garima Khandelwal, Azazul Haque, Arvind Murali, Prasad Venkatraman
Account Management: Siddhartha Roy, Lopamudra Bhattacharya, Gayathri Tadepally, Lekshmi Narayanan
Films: Satyajit Ganu
Account Planning: Ekta Relan, Sushma R Rao
Production house: Nirvana films
Director: Kishore Iyyar