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Society Tea celebrates India's love for chai

30-December-2017
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Society Tea celebrates India's love for chai

India has always been a nation of tea lovers. 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.
In keeping with this, Society Tea 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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