If there is one thread that binds us unequivocally as a nation, no matter what our differences may be, one ritual that truly symbolises ‘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 tapri chaiwallah 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.
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