Tata Global Beverages has hit the bull’s eye yet again with its Tetley Super Green campaign.
The light-hearted ad campaign featuring cricketer Sourav Ganguly talks about the super human expectations each of us face every day as it introduces the Super Green tea.
Tetley Super Green introduces “vitamin enhanced” green teas for the first time in India.
The Tetley Super Green range consists of Tetley Super Green Boost – a combination of lime and mint green tea with vitamin B6 to help reduce tiredness and fatigue, and Tetley Super Green Immune – which is a combination of citrus and honey green tea with Vitamin C, to help support the immune system.
After a series of unforgettable advertising campaigns, this new campaign from Tata Global Beverages creatively highlights the product’s USP. The film truly brings alive the positioning of Tetley Super Green as the ‘superhero’ of green teas. The campaign is backed by the insight that even real, everyday people are constantly faced with superhuman expectations, and need a little extra from the products they consume to live up to them.
The ad opens with a woman asking Ganguly’s wife why she needs Tetley Super Green, to which she replies that it is because people still treat her husband like the ‘Prince of Kolkata’, while the camera pans to Ganguly. The film then continues to display a series of situations where Ganguly is still expected to “be the person he once was”. The film ends with Ganguly sipping Tetley Super Green while the voiceover reiterates that a person with superhuman expectations requires a ‘super’ green tea.
Speaking about his association with Tetley Super Green, Saurav Ganguly, Brand Ambassador – Tetley says, “I feel extremely honored to be associated with an international brand like Tetley that works tirelessly to give its consumers the best products possible. Tetley Super Green tea, as the brand name suggests, truly believes that ordinary people are capable of doing extraordinary things. Tetley Super Green Boost and Immune contain Vitamin B6 and Vitamin C, which enhance the functionality of green tea to help us deliver on the super human expectations every day brings. “
Remarking on the campaign, Rishi Chadha, Head - Tea Marketing, Tata Global Beverages says, “At Tata Global Beverages, we are driven by consumer centricity and constant innovation, to cater to the evolving needs of our consumers. Our constant endeavour is to leverage our strong global expertise and learning to introduce differentiated and value-added offerings to delight our consumers. We pioneered the green tea wave in India and are now introducing a first-of-its-kind vitamin enhanced super green tea as the latest addition to our green tea portfolio. We believe that Tetley Super Green tea is a compelling reason for new consumers to come into the green tea category.”
Chadha says their new brand film explains this beautifully in a light-hearted and relatable manner. “Sourav Ganguly has done a fantastic job of capturing the essence of ‘Everyday Super Humans’ and we are very excited to have him as the new face of Tetley in India,” he adds.
Shriram Iyer, National Creative Director, Mullen Lintas says, “Super Green as a product is about upping health benefits of Green Tea. To bring this alive, the planning and accounts team of the brand in Bangalore arrived at the insight that sports celebs are faced with a unique challenge. People always expect from them the same superhuman feats that they once performed on the field, no matter what stage of life they are in now. This ‘superhuman expectation’ became our creative plank to deliver the message. The script crafted by Santosh Ramakrishnan and directed by Abhinav Pratiman lands the idea gracefully. Sourav Ganguly hits it out of the park. Personally, I think this is Sourav Ganguly’s best performance, off the field!”
Creative Agency: Mullen Lintas
Creative – Shriram Iyer, Santosh Ramakrishnan, Pradeep Kumar, Shyamraj
Account management – Kishore Subramanian, Pritish Wesley, Anahita Brar
Planning – Ekta Relan, Sushma Rao
Production House: Early Man Film Pvt Ltd
Director: Abhinav Pratiman
Media Agency: Maxus
PR Agency: Rediffusion/Edelman.
Digital partners – Jossbox & WAT consults