The AV Thomas Group is back with a new piece of communication for its flagship brand, AVT Premium Tea that enjoys popularity in Kerala and Tamil Nadu. FCB Ulka Bangalore has created this new commercial which is a beautiful portrayal of how the brand is passed on from one generation to the next, drawing a parallel to how the mantle of responsibility for the house is passed on from one generation to the next.
Speaking about the film, Debendra Prasad M, General Manager, Marketing of AVT Consumer Products, said, “AVT Premium tea has always stood for the strongest tea, consistently. This advertisement is part of our latest campaign that extends this proposition and takes it to the next level, by talking of how this consistency of taste has meant that AVT Premium has been passed on from generation to generation. In this commercial the brand helps forge a bond between a mother and her new daughter-in-law, with the former handing over the tea to her daughter-in-law”.
The TVC captures the changing hues of the mother-in-law and daughter-in-law relationship, and dwells on how today the two generations are forging new bonds by befriending each other.
The film begins with the son trying to convince his mother to make a cup of tea for him as he thinks that there is no substitute for her tea. While in the kitchen, the mother asks her daughter-in-law to make the tea instead. Seeing the daughter-in-law’s apprehension at this request, the mother lets her in on a secret in some sense, the secret to her consistently strong cuppa, handing over her family’s favourite, AVT Premium Tea.
On the TVC, Mahendra Bhagat, National Creative Director, FCB Ulka, Bangalore, said, “AVT Premium Tea is known to consistently deliver a strong taste. We needed to build on this existing equity and take the brand to the next level. The best way to demonstrate how a taste has in some sense, stood the test of time, is to show how generations have enjoyed it. And therein lies the core of our new film for the brand.”
Speaking about the commercial, Menaka Menon, Vice President, FCB Ulka, Bangalore, said, “AVT Premium Tea is a long-standing favourite, known to consistently deliver a strong cup of tea time after time. Given the context of how relationships are evolving and changing in today’s world, the brand had an opportunity to become a sort of relationship marker, while continuing to build on its proposition of delivering the strongest tea, consistently. In our communication, AVT Premium Tea becomes representative of the passing on of the mantle of responsibility from the mother to her daughter-in-law, and also signifies the beginning of a bond between the two generations.”
Client: AVT Premium Tea
Agency: FCB Ulka (Bangalore)
National Creative Director: Mahendra Bhagat
Copy: Anamika Roy Choudhury & Rohini Bothra
Client Servicing: Swapna Pratap & Karishma Changroth
Films Team: Alpa Jobalia and Stanley Christian
Production House: Still Water Films
Director: Jerald Packiasamy
Producer: Preeti Machat